Hermès makes fitness fabulous with Hong Kong pop-up

September 30, 2022

A jubilant instructor teaching Carré yoga for HermèsFit. Image credit: Hermès

French fashion house Hermès is instructing its affluent clientele on how to stretch with style and exercise with elegance for its latest combination of fashion and cardio, HermèsFit Hong Kong.

HermèsFit Hong Kong will be exclusively available for a single week, from Oct. 2 to Oct. 9, with doors opening at 10 a.m. and closing at 8 p.m. In a play to make cardio très chic, the inventive classes will include “Belt Stretching,” “Kickboxing with Bracelets,” “Hat Balance” and a “Small Leather Good Workout.”

Couture cardio
The playful fashion-centric fitness courses will take place in Hong Kong at Tai Kwun Central.

Fitness clients can select their branded accessories before enjoying a 30-minute novelty exercise session with other health-conscious Hermès aficionados.

Added benefits of attending classes at HermèsFit Hong Kong include featured performances, DJ sets and a colorful climbing wall.

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Fashion model Daphne Velghe enjoying a hat workout course offered by HermèsFit

The requested dress code for the exercise courses is sports attire, and attendees of HermèsFit exercise programs gain automatic admission to the Exhibition Area. The temporary gym doubles as a shopping arena for fashion enthusiasts who are less inclined to break a sweat.

For consumers who prefer digital experiences to live events and in-person classes, the HermèsFit webpage offers athleisure accessories at a luxury price point. Visitors can browse high-end sporty items such as the Flex sneakers or the "Cliquetis Aquarelle" bra, which are priced at $890 and $1,250, respectively.

Hermès is partial to opening boutiques in exotic locations such as Doha, Qatar (see story) and Macau (see story).

While it has yet to be seen, perhaps the French fashion and leather goods house will expand its fitness offerings beyond major metropolitan locations such as Los Angeles and Hong Kong, and venture into uncharted territory in the coming year to appeal to a previously untapped market of consumers.

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