After seven years under the helm of fashion’s enfant-terrible, Jean Paul Gaultier, Hermes has hired Christophe Lemaire as its new creative director. Lemaire previously worked as Lacoste’s creative director for eight years.

With Gaultier out and Lemaire in, it’s undeniable that Hermes is finally taking a more commercial approach to its ready-to-wear collection. Under the command of Gaultier, and earlier Martin Margiela, Hermes prêt-à-porter gained an avant-garde reputation which, while popular in editorials, was not popular in stores.

We’re expecting Lemaire’s first collection, due in March 2011, to be sportswear heavy, helping to transform Hermes’ ready-to-wear collection into a viable business.

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