There’s something so attractive about wandering aimlessly through the city, taking it all in (especially if we’re wearing Hermès while we do it). We all, deep down, want to detach from our lives. The flâneur, since everyone wants to be one, has a long history of being many different things to different people, to such an extent that the concept has become one of these things we point to without really knowing what we mean—a kind of shorthand for urban, intellectual, curious, cosmopolitan. This is what Hermès is counting on: that we will associate Hermès products with those values and come to believe that buying them will reinforce those aspects of ourselves.
The earliest mention of a flâneur is in the late sixteenth century, possibly borrowed from the Scandinavian flana, “a person who wanders.” It fell largely out of use until the nineteenth century, and then it caught on again. In 1806, an anonymous pamphleteer wrote of the flâneur as “M. Bonhomme,” a man-about-town who comes from sufficient wealth to be able to have the time to wander the city at will, taking in the urban spectacle. He hangs out in cafés and watches the various inhabitants of the city at work and at play. He is interested in gossip and fashion, but not particularly in women. In an 1829 dictionary, a flâneur is someone “who likes to do nothing,” someone who relishes idleness. Balzac’s flâneur took two main forms: the common flâneur, happy to aimlessly wander the streets, and the artist-flâneur, who poured his experiences in the city into his work.
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