Hermès threw a party to celebrate the release of its new watch the Dressage Chrono, as the New York Times Fashion & Style section reports today in this delightful slideshow. It’s full of all manner of maybe-dryly-observed-but-maybe-totally-serious captions like “For some reason, there’s an unwritten rule in fashion that all perfume ads and watch campaigns must be very serious and very philosophical…Instead of a straightforward party, the company commissioned a dance piece called ‘Time In Motion,’ which seemed to have something to do with the cycle of life and death,” and “Olivia Chantecaille, a party page fixture in WWD and Vogue, loved the piece, although she chose to ignore some of the undertones about the inevitability of death. ‘That doesn’t seem very Hermes to me,’ she said.”
In Greek mythology, Hermes was the god who ushered souls into the afterlife.
Click through the whole thing, it’s a pretty good look at…something. But all the rest of it pales in comparison to this image above, and the accompanying caption, which has to be the most effective DGAF U MAD critique of fashion and life and everything else ever:
Waris Ahluwalia, an actor and a jewelry designer, viewed the watches but said he didn’t expect to buy one.
“I appreciate them,” Mr. Ahluwalia said, “but I don’t want to know what time it is every time I see my arm.”
I want to party with this guy so bad. I’m just worried he wouldn’t know when to show up and I’d be here waiting all night.