Lights, Camera, Action!

On a scale of 1 to Herms, how extra can a French luxury house get? Amy Yasmine heads to Tokyo to discover just that at the maisons Avec Elle exhibition.

- Amy Yasmine

You’re going to be an extra today,” declared filmmaker Laure Flammarion to eager members of the press, in a converted mini theatre on the second floor of Tokyo’s National Art Center. “As part of this experience, some of you will find yourselves in front of the camera, and some, behind the camera,” she briefed, before quickly ushering us into a large makeshift studio straight out of Hollywood. Cue three production sets—each with different scenes—a full ensemble cast, filming crew, and equipments that towered above everyone’s heads.

Quite an unexpected turn of events for Hermès, known for its quiet, inimitable luxury—think logo-less Birkins and Kellys—than its flair for theatrics. But then again, leave it to the historic maison to prove its naysayers wrong with this immersive exhibition.