Hermès has never followed the rules of luxury marketing. While much of the industry competes for celebrity endorsements and headline-making ambassadors, the French maison has chosen a different kind of star for its latest campaign: dogs.
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For its new Collier de Chien and Kelly buckle collection, Hermès hands the spotlight to a cast of charismatic canine companions, each bringing its own personality, elegance and quiet mischief to the frame.
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Captured in a series of playful short films, the campaign feels less like traditional advertising and more like a collection of intimate, beautifully observed moments. A white poodle moves through a yoga session with remarkable composure, mirroring every stretch of its human counterpart with effortless precision. Dressed in an Hermès bib, the dog does not simply accompany the scene — it becomes its undeniable protagonist.
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Elsewhere, a Jack Russell Terrier sits serenely inside a bucket, eyes gently closed while enjoying an unexpectedly luxurious facial treatment. The breed’s notorious energy is traded for stillness and sophistication.
Perhaps the campaign’s most charming moment belongs to a contemplative Dachshund, transfixed by a floating musical note as though preparing for an impromptu piano recital. In another vignette, a Dalmatian appears deeply engrossed in the morning newspaper, only for viewers to discover that behind the pages, a model’s hands quietly reveal a stack of Collier de Chien bracelets.
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The brilliance of the campaign lies in its restraint. There are no grand statements, no overt displays of status or aspiration. Instead, Hermès allows craftsmanship, exceptional leatherwork and a cast of impossibly charming dogs to carry the narrative.
In an era of celebrity saturation, Hermès proves that sometimes the most compelling ambassadors arrive on four legs.
