Hermès Announces its Official Entry Into Haute Couture

The world of haute couture is about to welcome a formidable new contender: Hermès. The revered French house, synonymous with craftsmanship and exclusivity, has announced its ambitious plans to enter the realm of haute couture by 2026 or 2027. This strategic move is set to reinforce its standing in the ultra-luxury market while further showcasing the unparalleled artisanal expertise that has defined the brand for nearly two centuries.

Hermès has always played by its own rules, carefully balancing tradition and innovation. Now, with this latest venture, the house is poised to disrupt the rarefied world of haute couture. The announcement, made by CEO Axel Dumas during the group's annual financial presentation in January 2025, signals an evolution that could reshape the codes of luxury fashion. "What interests us in haute couture is the savoir-faire. We already operate at an incredibly high level in leather craftsmanship, so we asked ourselves: why not explore this frontier?" Dumas revealed.

The timing of this revelation is far from coincidental. Having surpassed the €15 billion revenue milestone in 2024 with a 13% increase in growth, Hermès is riding a wave of success. Its ready-to-wear division has been a key driver in this expansion, generating €4.4 billion and establishing itself as a pillar of the brand’s global appeal. Now, with haute couture, the maison is setting its sights on an even more exclusive clientele, pushing the limits of creativity and craftsmanship.

Renowned for its expertise in leather goods and equestrian heritage, Hermès has gradually carved out a distinguished space in the fashion industry. Its ready-to-wear collections have gained increasing acclaim, thanks to their understated elegance and meticulous craftsmanship. Now, haute couture presents an opportunity for the house to reaffirm its status as an arbiter of timeless luxury.

Unlike other heritage fashion houses, which sometimes use couture as a marketing tool, Hermès is approaching this expansion with a commitment to genuine artistry. The maison's philosophy has always revolved around excellence and innovation rather than trends. However, entering haute couture is no small feat. To earn the prestigious designation from the Chambre Syndicale de la Haute Couture, the house will need to establish dedicated ateliers staffed by the world’s most skilled artisans—a move that would require significant investment in both talent and infrastructure.

Hermès has long championed vertical integration, ensuring absolute control over its production processes. This philosophy will likely extend to its couture venture, with the potential acquisition or development of specialized workshops to maintain its exacting standards. By keeping craftsmanship at the heart of its strategy, the maison can ensure that each haute couture piece reflects the same meticulous attention to detail as its legendary Birkin and Kelly bags.

Haute couture is not just about fashion; it is about rarity, prestige, and unparalleled craftsmanship. Hermès' foray into this domain is as much about reinforcing its aura of exclusivity as it is about diversifying its offerings. Catering to an elite circle of clients who seek bespoke creations, the house aims to strengthen its position as the pinnacle of luxury.

Beyond financial ambitions, this move signals a deeper commitment to artistry. The world of haute couture is built on relationships, where designers and clients engage in a creative dialogue to craft one-of-a-kind garments. With its legacy of personalisation and bespoke craftsmanship, Hermès is uniquely positioned to excel in this space.

While Hermès' craftsmanship is undisputed, haute couture is a domain dominated by storied houses such as Chanel, Dior, and Givenchy—each with decades of couture heritage. Establishing a foothold in this arena will require more than impeccable technique; it will demand a unique vision that sets Hermès apart from its competitors.

CEO Axel Dumas remains pragmatic about the challenges ahead. "There will undoubtedly be hurdles, but also immense satisfaction," he remarked with a touch of humour. He confirmed that the house remains steadfast in its plans, with a projected launch set for 2026 or 2027, ensuring that its couture creations meet the exacting standards that have become synonymous with the brand. By staying true to its heritage while pushing creative boundaries, Hermès may well set new standards for what it means to be a true luxury house in the 21st century.