LUXURY BEFORE LOGOS
GQ India|June 2020
Where menswear brands come and go, their currency peaking and plateauing like stocks, the quiet coolness of Hermès has never really wavered. On a recent trip to Seoul, we met with Véronique Nichanian, the long-standing artistic director behind the most consistent, most coveted brand in men’s fashion today
AMY CAMPBELL
LUXURY BEFORE LOGOS

Soon after arriving in the South Korean capital of Seoul late last year – pre-pandemic – Véronique Nichanian found herself observing the outfit of a young man on the street. There was a lot to take in – three or four different brand names and logos in large fonts vied for the French designer’s attention, like neon signs in the city’s famous Gangnam-gu district. “I was thinking to myself, what does this mean? What does this express about himself?” Nichanian wonders aloud with a shrug that implies slight frustration at the s-word that’s dominated menswear for the last few seasons. “I didn’t understand it. The logomania, I hate it.”

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