PARIS, JANAIRU 23, 2016
by ALEXANDER FURY
Hermès ya mamaye wani yanki na musamman na kayan alatu: wurin da yawa da sauran samfuran ke jin daɗin mamayewa. Alamar tana jan hankalin masu-dukkan-duka, da rashin buqata. Abubuwan da ake so. Ba wanda ke buƙatar rigar khaki a cikin fatar maraƙi mai ƙyalli mai ƙyalli kamar organza. Amma mutane suna so. Da yawa.
Véronique Nichanian ta damu da waɗannan ra'ayoyin, wanda shine dalilin da ya sa ta yi aiki sosai a Hermès. A baya ta yi abubuwa da yawa tare da kada, gabaɗaya ta yanke shi zuwa sifofin T-shirt na fata, yana yin ban mamaki yau da kullun. Waɗanda ake kyautata zaton an sayar da su a cikin kashi marar hankali-watakila saboda sun yi kaɗan, suna sayar da dubun dubatar daloli kowanne. Duk da haka, alama ce ta hanyar Hermès. Misalin croc na ma'aikata a yau sun kasance jerin baƙaƙen kwat da wando da saƙa da aka sanya tare da bambance-bambancen tonal na motif na Hermès's Virages. Virages ana fassara su azaman “Bends,” kwatancin ƙirar siliki mara kyau.
Ya sa na yi tunanin yadda Hermès ya karkatar da tunaninmu game da alatu a yau. Kayan alatu na zamani, chez Hermès, shine canza tufafin yau da kullun zuwa madaidaicin. Me zai iya jan hankalinka ka saya? Ya bayyana musamman a cikin tufafin maza, inda Nichanian ke jin daɗin yin shiru, har ma da kamewa. Ba safai ake samun manyan jigogi ko kalamai a kan titin jirginta: "Tsaftataccen baƙar fata" ɗaya ce daga cikin ra'ayoyinta, kamar a cikin ƙarar da aka ambata wanda ya rufe wasan kwaikwayon. Sabanin haka, "firgita masu launi" wani ne, kamar bambance-bambancen inuwa akan gyale siliki na Hermès (yawan samfura sun sa waɗancan). Wadancan manufofin adawa, a fahimta, suna kaiwa ga gauraye jakar. Sun ji kamar kalmomin da aka liƙa don tabbatar da wani abu wanda a zahiri ba ya buƙatar hujja. Wannan wasan kwaikwayon ya kasance mai laushi, wanda ke da kyan gani ga kowa da kowa. Nichaniya ya yi wandon wando, a cikin khaki shimfiɗa gabardine; ta yi rigar crewneck, a cikin lapis turquoise extra-lafiya cashmere; ta yanke dawafi a cikin teddy bear – ɗan rago mai laushi. Ta kuma shafa jakunkuna na Bolide tare da jakunkunan shark. Ba daidai ba, a faɗi kaɗan.
Ɗayan samfurin ya sa Apple Watch-wanda suka ƙirƙira tare da haɗin gwiwar Hermès, a fili. Rabin ɓoyayye ne a ƙarƙashin ɗaurin babban rigarsa mai katon ulu mai ruwan hoda. Ba abin nunawa ba ne. Babu, a zahiri, shi ne suwayen. Yawancin sneakers masu wasa da yawa, suna walƙiya tare da fitattun filaye masu haske na Hermès orange, tare da kwat da riguna na yau da kullun. Yawancin samfuran an ɗora hannayensu a cikin aljihunsu, suna tafiya a hankali. Kama-kuma, watakila, sanye da-dala miliyan.