“Ready to fight like a lionness.”

It’s hard to imagine those words coming from the mouth of Pascale Mussard.
But as art director in a very special company, the “petit h” division of Hermès, she knows how to wait for the right moment before springing into action, while in the meantime keeping an eye for that special quality — talent.

Which makes her the perfect Hyères 2012 jury member.

Pascale Mussard, photography Rene Habermacher © Hyeres 2012

How should luxury be interpreted within a young creator’s work?

At Hermes, an object, a creation, must “speak”. It is nourished by the soul and hand of craftsman. It is designed, created, pampered, shaped, dreamed, ennobled, sublimated. It is made with respect, love, passion. Young creators work must inscribe beauty in use, and use in beauty. Nothing superfluous, only honesty every step of the way: from design to production. As heirs of a noble tradition of craftsmanship, our initiatives must be loyal and the innovative expression of this tradition. It must show our optimism and wonderful ingenuity, that last long and leave all horizons open.

What would you say is key to sustaining a fashion brand in a world like ours which is ever changing?

Innovation?

“L’obligation ardente de toute culture” Hélène Ahrweiller [the impassioned obligation of any culture]

Integrity : Never forget our values, from where you come from and invent objects that will last long, be transmitted and bring joy.

Continue to give testament to the relationship between man and the wisdom flowing from acceptance of nature and the unchangeable beauty of usefulness, by reflecting through craftmanship on the meaning of objects and the importance of the ties within mankind.

New petit h film, produced by Partizan.

The art at Petit h is so colourful, fun, happy. Do you feel that ‘happy’ is a keyword for our fashion era now? For our Hyeres contest, would you look for ‘happiness’ to be an aspect in choosing the winner?

My uncle Jean Louis Dumas was saying “où que vous soyez , refusez de vous embêter, dans un milieu de qualité , ce serait du gâchis.» [wherever you may be, refuse to be bored, in a place of quality it would be a waste.]

Petit h : May be not happy as « youthful» Petit h is indeed linked to childhood, particularly in the way to perceive objects and materials, in a new way without preconceptions or prejudice. It is a light, constant, free creation process which makes this petit “h” the legitimate child of Hermès: though sometimes impertinent, a child that does not cease to grow while learning on the materials, the hands that create, and the values of Hermès. For Hyères, it is a “team” judgment under a very innovative President: Mr Y Yamamoto.

Happiness is always a positive value for me, but innovation, fantasy and talent are more important.

Working for a house as historic and of great heritage as Hermès, how do you encounter the challenge to align new ideas with the skills of traditional craftsmanship?

“During a long time I worked on a one-on-one basis with artists and designers. Then, in 2009, the project truly took off and we started working with a cabinet of accumulated materials and craftsmen who worked closely with the artists (at the time Gilles Joneman, Christian Astuguevielle and Godefroy de Vireu) in the recreation process. The pieces created were then submitted to the family and the artistic direction, and the project was approved for a first sale which went very well, allowing us to keep growing.”

“An artist, designer, “geotrouvetout” [inventor] is invited by me to come to the atelier and to dive into the cabinet of materials – the materials are the source of inspiration for all creations, They must work with what is available. These materials will spark the creative process and discussion between the craftsmen and designers to find a solution that is concrete, realizable and esthetic according to Hermes values and procedures. The creation at Petit h comes primarily from a dialogue between the hands of the craftsmen, the materials and the ideas of the designer.”

Craftsmen and designers do not necessarily have the same priorities. What is the collaboration like?

Si vous écoutez vous finissez par entendre. Et un bon entendeur est plus facilement entendu…

[if you listen you will hear. and a good hearer is more easily heard…]

They have to be able to work together well, be able to respond to their partner. I frequently act as a middle person or a kind of midwife. I encourage the team members and say: “We have never done anything like this before, but why don’t we try it out?” If the designer knows exactly what he wants, then the craftsman has to use all his memory, skill and bring out all the techniques that he knows. Currently, we are working on a life-sized bear which is intended for the exhibition in Berlin (23 April – 12 May). The leather is folded using the origami technique – which is something that is for us completely without precedent. The designer Charles Kaisin calls up frequently to find out how we’re getting on. Last week, one of our craftsmen said he thought he would never be able to realize the idea. But eventually everyone in the studio found a method which works.

An inner connection must be forged between the designer and the craftsman. If this happens then I am prepared to defend their work within the company like a lioness.

What is the last thing that you experienced, saw or heard that stimulated you?

Recently I had the chance , the luck to visit really inspiring places, Naoshima (Japan), Inhotim (Brazil) two sites that offer a unique combination of major contemporary art collection and nature.

Two wonderful projects: A DREAM. Brazil and Japan, two countries very energetic and inspiring for me. A great encounter in Brazil: the architect Marcio Kogan ( Sao Paulo)

This summer a beautiful and peaceful trip: Ladakh.

Hyères Fashion + Photography Festival
April 27-30, 2012