Saddles to Silk: The Evolution of Hermès into a Global Luxury Icon
Probably there’s no need to explain who Hermes is, as the French luxury brand has spread its fame worldwide for years. But I always wonder, if there is a strong link in making horse harnesses and handbags as they are both leather craft, what made them famous in silk scarfs? Well, in this article, I did some reading and would like to explain the growth track of Hermes silk scarves, and how it helps Hermes grow into a global luxury icon.
Hermès was founded in 1837 by Thierry Hermès in Paris. Initially, it specialised in high-quality harnesses and saddles for horse-drawn carriages. These products were crafted for European noblemen and royalty, emphasising exceptional leatherwork and durability. Saddles were a cornerstone of Hermès’ early success and established its reputation for precision craftsmanship.
When and why Hermes launched its silk scarf products?
By the 20th century, Hermès expanded its offerings under Thierry’s descendants, introducing handbags, ready-to-wear, and accessories. In 1937, the company launched its first silk scarf, known as the carré. This decision was driven by both strategic foresight and creative opportunity. As the company evolved under Émile-Maurice Hermès, Thierry Hermès’ grandson, there was a deliberate effort to diversify the brand’s offerings while retaining its hallmark craftsmanship and luxury appeal.
This move not only enriched Hermès’ portfolio but also solidified its status as a brand synonymous with timeless elegance and meticulous artistry. Here are the several factors influenced this decision:
Complementing Heritage
Hermès had already established a strong reputation in equestrian leather goods. Introducing silk scarves, often inspired by equestrian themes, allowed the brand to broaden its product range while staying connected to its roots.
Catering to Emerging Lifestyles
During the early 20th century, societal shifts saw an increasing emphasis on travel and luxury lifestyles. Silk scarves were portable, stylish, and versatile, making them an ideal accessory for the fashion-forward consumer.
Artistic Expression
Hermès sought to celebrate artistry and craftsmanship. Silk provided a canvas for detailed and colourful designs that reflected themes like nature, mythology, and global cultures, aligning with the brand’s storytelling ethos.
Brand Diversification
Expanding into silk helped Hermès reach a broader audience, including women, who were a growing segment of the luxury market.
Was the movement of silk scarves successful?
It was! The silk scarf movement became a massive success for Hermès, complementing their traditional leather goods rather than replacing them. While Hermès’ leather products, like the Kelly and Birkin bags, remain iconic staples, their silk scarves have carved out their own niche as cultural and artistic symbols of luxury.
Looking back its history, Hermès became a globally renowned brand largely due to three pivotal developments:
- 1920s Expansion: Émile-Maurice Hermès introduced women’s handbags and adopted the zipper, becoming the first in France to use it, which gained international attention.
- The 1937 Launch of Silk Scarves: The scarves quickly became cultural icons, propelling Hermès into households worldwide.
- Celebrity Endorsement (Mid-20th Century): The association of Hermès products with Hollywood stars and royalty elevated its prestige into a global luxury icon.
The scarves gained global fame also thanks to their association with style icons like Grace Kelly, Audrey Hepburn, and Jackie Kennedy. Today, Hermès remains synonymous with timeless elegance, offering coveted designs such as the Brides de Gala and Jungle Love. Its dedication to tradition and innovation solidifies its position as a leader in luxury fashion.
While the Birkin and Kelly bags symbolise exclusivity and leather craftsmanship, the silk scarves embody Hermès’ creative versatility and enduring legacy in the fashion world. Both products are essential to Hermès’ identity as a global luxury powerhouse.
How does Hermes’ leather and silk products help each other to achieve its fame?
Silk Scarves VS. Leather Goods Success
Leather goods were initially limited to the equestrian elite, but silk scarves broadened Hermès’ appeal to a wider audience, especially women. Scarves were more accessible in price and allowed consumers to own a piece of Hermès’ craftsmanship without purchasing larger items.
Cultural Impact
Silk scarves became style statements in the mid-20th century. Grace Kelly famously used a Hermès scarf as a sling, and Audrey Hepburn’s and Jackie Kennedy’s frequent appearances with Hermès scarves further cemented their appeal and helped Hermes grow towards a global luxury icon.
Artistry
Hermès’ silk scarves are meticulously designed, often requiring years to develop. Artists create highly detailed motifs, which are then screen-printed using traditional techniques. Each scarf involves up to 45 silkscreen frames for individual colours, highlighting the brand’s commitment to artistry.
The intricate, ever-changing designs of Hermès scarves made them collectible and iconic, establishing the brand as a leader in artistic fashion.
Last but not the least, even as the brand diversified into other luxury goods like handbags, silk scarves, and ready-to-wear, Hermès stayed true to its equestrian roots. To this day, Hermès continues to produce saddles and equestrian gear, celebrating the heritage that shaped its identity as a symbol of elegance and quality. So yes, the “saddles” reference in the title nods to their very beginnings!
Create Your Own Legacy in Silk
Just as Hermès evolved from saddles to silk, your brand can define its own unique path. At Docsun Home and Living, we specialize in high-end manufacturing to help you realize your vision. Whether you are planning to launch a new scarf collection or require professional custom printing services, we are here to assist you.
You can explore our scarf custom cases and browse the Docsun Design Pattern library for inspiration. To understand our heritage and craftsmanship, please read more About Us. If you are ready to begin, contact us today or send us your inquiry.
Our Big Fame in Prints celebrates the legacy of the world’s most famous textile and print pioneers. This series delves into their business story, timeless designs, and enduring influence on global fashion, interiors, and cultural aesthetics.
Other articles under this series:
The Art of Hermès Scarves: A Brief Analysis That Defines Luxury
If you are seeking further collaboration, please visit Docsun silk.
Frequently Asked Questions (FAQ)
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