Luxury brands are flexing their fitness muscles. This pandemic induced change in perception reflected reality: people were stuck at home, and active-leisure wear became the norm. Outdoorsy luxury wear and products was a close second. As a result, sportswear collabs are practically a given: Dior’s retro kicks with Jordan, Louis Vuitton’s NBA capsule, and the Gucci-The North Face mashup. Plus, Nike and Adidas collabs with Comme des Garçons, and Alexander Wang, have the millennials asking for more. One of the first collabs in the early 2000s was Y-3, the Yohji Yamamoto x Adidas.
The sportswear market is expected to reach $231.7 billion by 2024, and luxury brands are determined to get their share of the pie. Hermès, though, has an entirely different take and not getting into collabs. It is, however, putting its iconic accessories in the fitness space with Hermès Fitness pop-ups. The Bangkok pop, 18-27March 2022 at Central World Square, is open to the public. The ten-day event is part of a global series with stopovers in Tokyo, New York, Paris and now Bangkok.
The pop-up – HermèsFit – offers an interactive way of experiencing Hermès. Decorated in the house’s signature orange, with graphic motifs adorning the walls, the playful space features a room for scheduled workout classes, a weights wall – complete with custom Hermès barbells and kettlebells – a carré-inspired callisthenics course, a boxing ring and a climbing wall, which each double as a photo booth, a juice bar, and more.
This Hermès luxury experience with a fitness twist lets you get active through the power of sports and fitness routines. Pick up a carré and head into Carré Yoga to find your balance in a series of scarf-inspired poses. In Belt Stretching, pick the perfect belt to stretch, and relax. Grab your bangles to kick and punch in style in Kickboxing with Bracelets. In the Hat Balance Challenge, it’s all about keeping your hat on, while in the Small Leather Goods Workout, hold on to small leather goods while you work on grace, strength, and flexibility. The exclusive accessories for training can be purchased at the pop-up.
It’s free admission. Either sign up at hermes.com or stop by any time to discover the space. You can also book a class here to enter the gym: #Hermèsfit
All images: Hermès