Art director

[Herald Design Forum 2021] Hermès creative director Sang Jeon builds bridges with customers during the pandemic

Sang Jeon (Courtesy of Sang Jeon)

Bridging the distance between French luxury brand Hermès and its customers as the pandemic has separated them physically has been the goal of Sang Jeon, artistic director of Hermès for digital platforms.

“I provide whimsical and humorous content on social media to people who cannot visit the store during the pandemic and familiarize them with the brand, thus reducing the physical distance between the two, which has increased due to the pandemic” , Jeon said in a recent email interview with The Korea Herald.

As artistic director of digital platforms, he creates digital content for Hermès men’s and women’s fashion. The fruits of his labor are reflected in the huge following of the luxury brand’s Instagram account, which boasts over 10 million followers.

Born in 1984 in South Korea, Jeon moved to Paris in 2007. He joined Hermès in 2015 as a digital graphic designer after the success of his collaborative project with the company undertaken while he was a graduate student at the French Institute of Fashion. Jeon became artistic director of the French fashion house’s digital platforms in 2017.

Drawn to the bizarre incidents that happen around him, Jeon said he draws a lot of inspiration, especially from natural phenomena, which he tries to reflect in his works after filming those moments.

“As a designer, I want to provide good inspiration, warm humor and relaxation to people – and more so to the world,” Jeon said, noting that Hermès’ social media is influential given its wide reach. .

Although he is a digital creator, he pursues analog methods that differentiate his works from the flood of mainstream digital content, many of which are provocatively created to grab people’s attention. Jeon thinks the analog approach provides a warm feeling.

Throughout the creative process, Jeon does a lot of sketching before moving to the online platform, ensuring that digital content can look “less digital,” Jeon said, adding that it is a point on which he insists with his students when he teaches. at the French Fashion Institute.

“I always tend to sketch. Once my ideas are visualized, many inspirations come after. I love the process of having creative inspirations, and it’s impossible to find references that match my ideas exactly.

Jeon's idea sketches shared on Instagram (courtesy Sang Jeon)

Jeon’s idea sketches shared on Instagram (courtesy Sang Jeon)

“No matter how developed digital imaging programs are – like Photoshop – I still appreciate the feelings that come from analog things, including sketches,” he said.

As an avid traveler who enjoys drawing inspiration from different places and working as a team with on-site photographers, illustrators and graphic designers, Jeon welcomes the gradual lifting of pandemic regulations in Europe.

“I witness many intriguing scenes here with many people showing their desire to travel and interact with people. I don’t know yet how I could express these things in pictures, but wouldn’t it be time to ‘use these ideas?’” he said.

Jeon will talk about his role as artistic director for digital platforms at Hermès and his values ​​as a digital designer at the Herald Design Forum 2021, scheduled for October 14 in Seoul.

By Park Yuna ([email protected])