Nov 14 2011
“Hermès admires India and has a lot to learn from India,” said Patrick Thomas, the chief executive of Hermès International, as he unveiled their new line of limited edition saris. Inspired by their signature printed silk scarves, the luxury fashion house has released a line of traditional Indian saris – costing $6,100 to $8,200 – as a “wink” to Indian customers.
On October 7 Hermès joined brands such as Giorgio Armani, Ermenegildo Zegna and Etro by opening their second Indian store in Mumbai, but rather than targeting the menswear market, as the other brands have chosen to do, Hermès have turned their hand to womenswear.
The Indian high-end fashion market is worth an estimated $2.2bn and with a year on year growth of 20 per cent it is considered to be one of the leading emerging markets along with China.
Saris continue to be worn by the majority of women in India for everyday use, traditional celebrations and weddings, and so while other labels are choosing to enter the market with their jewellery, handbags and footwear, Hermès are confident that their traditional luxury garments will be a hit.
The label were secretive about whether their new line would be a long-term venture. In an interview with the Financial Times, a spokesman for the company said that they “don’t know whether we are going to keep them for the long run…it depends on how people receive them.” Watch this space…
The limited edition line of Hermes saris will be available exclusively from their Mumbai store.