After bringing up his sons in the business, Charles-Emile retired and turned the company over to them in 1914. The name of the company changed under new management, to Hermes Freres, and 80 craftsmen were employed at that time. Emile-Maurice obtained the sole rights to use zippers in the design of his leather goods, and Hermes released the fist zippered article of clothing -- a golf jacket, designed for the Prince of Wales. The Hermes handbag made its first appearance in Paris in 1929, after Emile-Maurice created one for his wife, who had not been able to find anything to her liking.
Some of the most recognized Hermes designs were born in the 1930s. A leather handbag was released in 1935, which would later become the famous Kelly Bag. Hermes carre (scarves) hit the fashion world in 1937, and were available in over 200,000 color variations. The entrance to the American market also marked the company’s 100th anniversary.
In 1951, Robert Dumas-Hermes succeeded Emile-Maurice. Although a relative only by marriage, Dumas-Hermes possessed the passion for fashion that marked the Hermes brand. He brought the duc carriage and horse logo on board, as well as the well-known orange Hermes boxes. Using an opportunity based on a photo in Life magazine, Dumas-Hermes proved his marketing ability early on. A young Grace Kelly, new princess of Monaco, was shot carrying the Hermes purse, and the purse would later be dubbed the Kelly Bag.
In 1970, the company changed hands yet again when Jean Louis Dumas-Hermes took over from his father. The younger man had visions of updating the traditional Hermes name to create modern clothing and accessories for the younger set. With a focus in advertising, the Hermes house of design was strengthened by the young owner’s approach to excellence. By this time, women were adorned in Hermes jewelry, their heads and necks graced by the scarf collection, and many sported Kelly Bags on their arms. The clothing and accessories bespoke class, pri
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