Hermès silk scarf campaign, J’aime mon Carré has just launched online and there are lots of style tips and ‘street style’ polaroids to make you fall in love with Hermès all over again.
The webzine follows the stylish lives of six international cool girls – New York DJ Harley Viera-Newton, LA college grad and aspiring actress Courtney Falsey, Florida filmmaker/model Tracy Antonopoulos, bobo-chic Parisian Ella, Harajuku girl U and our London girl, model Anna Brewster.
Styled by Fran Burns and shot by Matt Irwin, the girls show some inventive ways to wear an Hermès silk scarf – woven through the hair, twisted into hair accessories, worn as a mini skirt, a tied top or even a bag handle. Now that’s one hard-working scarf!
To recreate the looks, Hermès has provided helpful step-by-step Knotting Cards, including illustrated diagrams of how to fold your silk scarf.
The website is actually really fun and interactive, with plenty of photos to click through and be inspired by. Hermès is going in exactly the right direction, fusing their heritage brand with fashion-forward, ‘style diary’ marketing.
I predict a flurry of designer collaborations and new, bold styles to appeal its new younger, style-conscious audience that favour beat-up satchels over Birkins.
To get instant Hermès silk scarf styling tips and find out how the Hermès girls wear their silk scarves, visit Jaimemoncarre.com
I like the knots… now how do I buy them? It is a shame there is not a direct purchase option on the site … unless I am missing it somewhere?
Me too, I think they want you to make them yourself, or become a stylist. You can get the Hermes x Liberty collaborations scarves from Liberty. They’re cotton, not silk, but a fraction of the price. I think they’re around £65.
Ooh good tip Ms Cherie… I do quite fancy the £600 scarf… is it nearly Christmas yet??? **hurry up!**
Drop some hints around the flat for the boyfriend! Although boys probably don’t understand the world of silk scarves lol.
Dear Santa,
All I want for Christmas is the pale pink Kachinas hand rolled Cashmere and silk shawl.
Thank you in advance,
Krista x