In affluent circles, the horse emerges as the prevailing symbol of high-end lifestyle, gracing both automobiles and fashion realms.
Horses and Luxury Brands: A Timeless Connection
Horses have played a significant role in human history, serving as symbols of power, freedom, loyalty, and beauty. From the Paleolithic cave paintings in Lascaux, France, to ancient Egyptian carvings, horses have been a part of some of the earliest known artworks [1][3]. This multifaceted symbolism has profoundly influenced luxury brands, where the horse motif conveys prestige, legacy, and elegance.
One such brand is Ferrari, whose prancing horse logo originates from a World War I pilot's personalized aircraft emblem—a black horse representing his aristocratic family [2]. Enzo Ferrari adopted this symbol as a talisman of good luck, linking dynamism and elite heritage. Porsche's crest features a horse, inspired by the coat of arms of Stuttgart, Germany—nicknamed “stud garden” due to its history with horse breeding. The horse on Porsche’s emblem underscores legitimacy, legacy, and performance excellence [2].
Hermès, established in 1837 as a supplier of fine horse harnesses, maintains a strong equestrian connection in its branding and products. The horse symbolizes craftsmanship, tradition, and luxury within Hermès’s identity [2]. Fashion houses like Gucci and designers like Stella McCartney have incorporated equine motifs to express qualities of elegance, power, and refined beauty, leveraging the cultural symbolism of horses grounded in centuries of human artistic and cultural reverence.
In horology, the horse motif evokes timelessness, precision, and luxury consistent with the watch brands’ aspirations, often drawing on the same symbolic associations of strength and nobility. A prime example is the Reverso, an iconic watch by Jaeger-LeCoultre, conceived while attending a polo match in India in 1930. It was designed to protect its fragile glass from impact [3].
Horses have contributed materially to human society through products derived from their bodies, such as leather (notably cordovan), horsehair for violin bows and upholstery, and historically essential roles in labor and warfare across civilizations [3]. Today, luxury brands continue to honour this equestrian heritage. Hermès continues to fund high-level showjumping events, outfit the French equestrian team, and craft exquisite saddles and bridles.
Stella McCartney, with a deep connection to horses that she considers the most important of her entire life, staged her eco-conscious Autumn/Winter 2023 catwalk show within the French capital's oldest riding school. She has collaborated with Jean-François Pignon, a noted equestrian performer, and named her most iconic vegan handbag, the Falabella, for her favourite breed. Gucci's Horsebit 1955 handbag, which celebrates its 70th anniversary this year, is furnished with a motif inspired by equestrian sports and attire. The design of this bag first appeared on a pair of loafers in 1953 and became a runaway hit when attached to a handbag two years later.
Moreover, Gucci has reimagined its signature hardware in high jewellery form, featuring diamonds, sapphires, tsavorites, and rubies. They have also debuted a sparkling jewellery line called Monili, crafted in collaboration with Pomellato. As horses remain a part of human culture and art, inspiring fascination and joy for many, it is clear that their emblematic power will continue to influence luxury brands in the future.
References: [1] "Horses in Ancient Art and Archaeology." Encyclopaedia Britannica, Encyclopaedia Britannica, Inc., 25 Feb. 2020, www.britannica.com/topic/horse-in-ancient-art-and-archaeology. [2] "The Ferrari Emblem: A Story of Power and Passion." Ferrari, 11 May 2018, media.ferrari.com/en/news/the-ferrari-emblem-a-story-of-power-and-passion. [3] "Horses in History." The Horse, The Horse Magazine, 1 Sept. 2016, www.thehorse.com/156839/horses-in-history.
- Luxury fashion and beauty brands, like Gucci and Stella McCartney, often incorporate equine motifs in their designs, symbolizing elegance, power, and refined beauty, drawing upon centuries-old cultural symbolism of horses.
- In the realm of technology and sports, corporations continue to honor the equestrian heritage, as demonstrated by Gucci's reimagining of its signature hardware in high jewellery form, featuring precious stones, reminiscent of the intricate bit and bridle work found in equestrian sports.
