Grace Wales Bonner Named Hermès Menswear Creative Director: What This Means for Fashion

25 oct.

British designer Grace Wales Bonner has been appointed as Creative Director of Hermès menswear, succeeding Véronique Nichanian. Here’s what it means for luxury fashion and cultural narratives

On 21 October 2025, Hermès announced the appointment of Grace Wales Bonner as its new Creative Director of Menswear, succeeding Véronique Nichanian, who has defined the house’s men’s universe for more than three decades. For a brand synonymous with continuity, restraint, and timeless craft, the choice is both historic and transformative.

A Shift After 37 Years

Nichanian, who joined Hermès in 1988, leaves behind a legacy of understated luxury and effortless tailoring. Her vision cemented Hermès menswear as the discreet pinnacle of refinement. (Wikipedia)

By contrast, Wales Bonner’s design ethos is steeped in cultural inquiry. Since founding her eponymous label in 2014, she has explored themes of identity, diaspora, and heritage through tailoring and textiles. She has been widely celebrated for bringing intellectual depth and narrative to menswear. (The Guardian)

Why This Appointment Matters

The luxury industry is in flux: younger consumers are demanding relevance, inclusivity, and cultural awareness, while heritage houses are challenged to stay current without losing their DNA.

According to Vogue Business, Wales Bonner’s appointment is being viewed as a generational hand-over. Her following is younger, global, and attuned to the cross-pollination of fashion, art, and music. By giving her the reins, Hermès signals its readiness to embrace cultural storytelling alongside craft excellence.

Hermès has also shown patience and commitment. Unlike other houses that demand immediate spectacle, the brand confirmed that Wales Bonner will debut her first collection for the maison in January 2027. (Hypebeast)

The Designer in Focus

Grace Wales Bonner, born in South London in 1990, is already regarded as one of the defining voices in contemporary menswear. She won the LVMH Prize in 2016, collaborated with Adidas on the globally successful Samba revival, and was named CFDA International Men’s Designer of the Year in 2021. (Euronews)

Her work blends the rigour of Savile Row tailoring with Afro-Atlantic narratives and cultural research. As Le Monde notes, she will also become the first Black woman to lead menswear at a French heritage house—a symbolic milestone in an industry that has long struggled with diversity at the top.

What To Expect

Narrative Expansion: Hermès menswear may shift from pure refinement into storytelling—blending archives with explorations of cultural heritage.
Youthful Relevance: Wales Bonner’s audience bridges the worlds of fashion, art, and street culture, offering Hermès new resonance among millennials and Gen Z.
Continuity of Craft: While her voice is contemporary, Hermès’s DNA—handcraft, timelessness, excellence—will remain intact.

As Reuters reported, the move comes as Hermès’s sales continue to grow, with a 9.6% Q3 increase, even amid wider luxury sector volatility. This makes the timing strategic: Hermès has the financial strength to invest in vision, not just product.

Risks & Stakes

Every creative hand-over carries risks. The weight of symbolic expectation is immense. Wales Bonner must balance honoring Hermès’s heritage while carving out her own language. Too radical, and she risks alienating loyal clients. Too safe, and the significance of her appointment could feel muted.

But, as Vogue observes, Hermès has built its empire on “slow luxury.” Giving her nearly two years before a debut collection suggests a long game, not a publicity stunt.

Conclusion: A Defining Era for Menswear

When Grace Wales Bonner takes her first Hermès bow in January 2027, the moment will extend beyond fashion. It will mark a meeting of heritage and cultural progress, of French craftsmanship and global narrative.

In an industry often caught between spectacle and substance, Hermès is betting that quiet revolutions endure longer than loud ones.