Each year, Hermès selects a theme for its advertising campaign, intended to communicate its philosophy, innovation, traditions and knowledge via photography. For their 2015 Spring/Summer campaign, Magnum photographer Harry Gruyaert was commissioned to explore the theme of Flânerie (ambling, strolling).
Gruyaert created a colorful atmosphere and photographed reflections – in window panes and mirrors – to create overlapping visual layers and an almost abstract, dreamlike feel. The shoot took place in Florida and resulted in 17 images being produced and disseminated internationally, both in the press and in outdoor public spaces. One image was also selected for the façade of the luxury Lutecia hotel in the heart of Paris during its renovation.