Simply irresistible

Tired of hearing the same stock words and phrases in fashion, French luxury label Hermès invented its own to breathe new life into the sector. ‘Impulcie’ describes a ‘fleeting guilt when indulging a whim of child-like pleasure’, ‘jalousele’ denotes ‘a spark of envy in a green shade’ and ‘escapitude’ captures the ‘joy of planning an impromptu escape’.

Following in the eccentric footsteps of Le Manifest d’Hermès, the microsite features models indulging in playful and mischievous pastimes, such as popping bubble wrap or stealing fries from someone else’s plate.

The brand has launched a Twitter campaign to help spread its new vocabulary, which if successful, could see a wave of young luxurians defining their spontaneous acts through a Hermèsistible lexicon.