We’ve never looked down on our hands, sighed and wished our manicure matched our Birkin, but the wealthy will be delighted to hear that Hermes is launching a line of nail polish.
On October 15, the French house will expand its beauty footprint with a collection of 24 hairsprays, as well as nail brushes and other manicure tools that are reminiscent of the brand’s equestrian heritage (because the super rich want to treat their hands like horse hooves, apparently).
The jewel of the collection is a nail polish that reproduces the iconic orange hue of Hermès. The tangerine shade is also applied to what we can only assume to be the most sophisticated nail file around.
Hermès is a fairly classic brand and its preliminary campaign follows suit, drawing on classically opulent imagery and casting. The latter, however, stands in stark contrast to a slew of peer beauty brands – most recently, YSL Beauty – that have marketed clients of all genders.
Manicure tools don’t have the same gendered connotations as, for example, eyeshadows or lipsticks, which makes the product category a prime ground for experimenting with unisex products.
It’s pretty common these days to see men wearing nail polish – A $ AP Rocky, Harry Styles, and Post Malone are just a few male celebrities who flaunt enviable manicures. Lil Yachty even launched his own nail polish brand, Crete, which boasts the Telfar-esque slogan, “For You. Not Them”.
That’s not to say that Hermès intentionally decided to exclude certain demographics from its new manicure line – in fact, the brand would be foolish to stray too far from its roots in exclusive elegance. As its financial data shows, the company dominates the kingdom.
True to Hermès’ reputation, the brand’s nail polish will set you back $ 45 a bottle – much more affordable than a Birkin, but a price that still cements its luxury status.