In a digital landscape increasingly saturated with synthetic content and automation, Hermès reaffirms its commitment to craftsmanship in all its forms. To dress its website, the Parisian leather goods house chose to entrust its visual direction to artist Sarah Martinon. Her paper illustrations, transposed into a digital environment and animated by artist Armand Béraud, transform the e-commerce platform into an immersive, poetic experience.
This project realizes Hermès' ambition to make its website a true digital extension of its physical boutiques. Where generative AI tools could produce visuals in a matter of seconds, the house opts for painstaking artistry requiring several months of work to illustrate every section of its online showcase.
Selecting Sarah Martinon fits naturally into this philosophy. The artist is no stranger to the brand: earlier this year, she designed the window displays for the Hermès store in Lugano, Switzerland. Highly sought after across the cultural and luxury sectors, she also recently signed the catalog for the "Les ors d’Yves Saint Laurent" exhibition and collaborated with Chanel for the holiday season.
Sarah Martinon succeeds Linda Merad, a Parisian artist whose traditional lithography-inspired style had already won Hermès over on three occasions. This loyalty to human creators allows the house to offer tailored navigation and maintain a narrative-driven universe, far removed from industrial standardization.
