Created to coincide with China’s Labour Day holiday, the brand has released four yoga videos ranging from 13 to 21 minutes long, each detailing how Hermès accessories can be incorporated into people’s fitness routines. The luxury brand’s belts are shown as stretching and breathing aids, for example, while silk scarves are used for balancing.
Building on the brand’s Hermès Fit campaign earlier in 2021, the videos specifically target wellness-seeking Chinese consumers, offering a new way for the brand to enter the fitness market without losing its luxury identity. By re-imagining its classic product line, Hermès can tap into the region’s growing interest in wellbeing while also drawing attention to the quality and versatility of its accessories.
As Chinese consumers continue to embrace new forms of fitness, the campaign showcases how brands outside of the health sector can join the conversation and target these audiences.