Hermès Fall 2022 Ad Campaign Review

Review of Hermès Un jour léger Fall 2022 Ad Campaign by Photographer Arnaud Lajeunie with models Lara Mullen, Lassina Karamoko, and Mika Schneider

Hermès takes in the late-summer color with the house’s first campaign for its Fall 2022 collections, which was captured by photographer Arnaud Lajeunie.

Succinctly summed up by the campaign’s title Un jour léger, “a light day,” Lajeunie’s lush imagery situates his models among the garden of a French villa, where they picnic and play games. Despite the lightness of the theme, however, Lajeunie still brings a signature sense of drama and action to his compositions. A strong sense of depth arises from his use of foreground and background positioning, as well as a dramatic interplay of light and shadow. Colors, particularly orange, are repeated with a hypnotic rhythm. A simple game of chess takes on a powerfully personal – though still playful – meaning.

A joyful and bright reminder that we have stepped fully into the world of Hermès, each of this garden’s cherub-like statues are adorned with one of the house’s iconic colorful silk scarves.

The campaign nicely infuses color and lightness into what can sometimes be seen as a somewhat more austere, craft and leather-focused brand, while still maintaining an image that is distinctly Hermès. We’re waiting on our invite to this lovely garden party.