Hermès showcases its heritage in Milan: a cultural strategy that raises questions

Hermès presents a play in Milan to bring its world to life in a different way. An artistic choice far removed from traditional fashion shows.

For ten days, from September 11 to 21, Hermès will be at Milan’s Teatro Franco Parenti for an unusual project: a free theatrical show, written and directed by Pauline Bayle, dedicated to its heritage. The aim? Bring its iconic objects to life through an original staging, followed by a 20-minute immersive exhibition. The show is already sold out, a sign that the formula is catching on.

Rather than promoting its Kelly or Birkin bags, the company has chosen a more discreet approach, focusing on the art of living and the brand’s historic values. A short promotional video, posted on Instagram, shows a rider, picnic objects, a hat, a basket and a kite, all in a poetic, starry atmosphere dominated by the famous Hermès orange.

This choice of communication is part of a wider strategy of cultural positioning. Already this summer, Hermès organized summer theater tours in Bordeaux and Biarritz. In this way, the luxury brand is stepping out of its hushed salons to meet the public, in a more accessible and narrative setting, to showcase its expertise in a different light.

A bridge between Milan and Paris

Although the event takes place in Milan, the link with Paris is obvious. Hermès remains one of the pillars of Parisian luxury. This initiative reinforces its image as a cultural house, rooted in a tradition of craftsmanship, but open to modern forms of expression. A strategy that other Parisian brands may well observe closely.

This type of initiative echoes other Parisian proposals such as the Fondation Louis Vuitton or Dior‘s projects at the Jardins des Tuileries. Theater, art and fashion are increasingly coming together in Paris. Why not imagine a future edition of this show at the Théâtre du Châtelet or the Palais de Tokyo?

By choosing the stage rather than the catwalk, Hermès is demonstrating its desire tobroaden its audience without denying its identity. It’s a strategy worth following, especially in a market where younger generations are demanding meaning and emotion.

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