A brand new high-tech, shiny foil fabric. Oversized gangsta hoodies. Quirky closed-toe sandals. Oversized bags with baseball stitching details…

For the penultimate luxury fashion house built on mature minimalism and traditional materials like cashmere and leather, Hermès has taken a step outside its usual lane in terms of what’s on offer for its male customer base in Spring/Summer 2018.

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Hermes Men’s SS18 Credit: NOWFASHION

In fact, the newest collection by head of menswear Véronique Nichanian – shown in full in the runway show video below – channelled as much of a youthful, hipster feel as we’ve ever seen from the brand, starting from the trainer and leather slide-clad feet upwards.

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Hermes Men’s SS18 Credit: NOWFASHION

Of course, there was no shortage of the artfully tailored pieces and high-end materials we expect from Hermes, but baseball stitches on bags and tracksuits in the a patented high shine fabric called Toilbright brought a freshness to the collection that’s sure to appeal to a new audience. Unofficial hashtag: #rappersdelight.

Watch the Hermes Men’s SS18 Runway show in full here:

Cover image: NOWFASHION

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