Ever pondered on how to tie a silk scarf? Being part Iranian and speaking French surprisingly hasn’t bestowed upon me that sixth sense of how to knowingly drape a scarf, so thank goodness that Hermès is launching a fanzine, website and upcoming events all dedicated to their signature silk scarf.
Taking the lead from Burberry’s interactive Art of the Trench project, Hermès are embracing technology and a younger, edgier client with its international ‘J’aime mon Carré‘ campaign.
The mystique of the iconic Birkin bag may have become diluted over the past few years (thanks, Victoria Beckham), but Hermès are starting afresh and leading the way with a new marketing strategy that is set to revolutionise the luxury brand’s image.
Hermès have commissioned London’s finest – photographer Matt Irwin, art director Dean Langley and stylist Francesca Burns – to create a limited edition fanzine as part of the campaign. The trio travelled to New York, Paris, Tokyo and back to London, following the stylish lives of four city girls and their sartorial adventures.
Earlier this year we were treated to a stunning, affordable collaboration with Liberty and now Hermès have teamed up with Colette to create four limited edition ‘Hermès for colette’ scarves.
Bali Barett, artistic director of silk at Hermès, has taken traditional motifs from the luxury house and has re-interpreted them using bold, youthful colours and colette’s signature blue dot design.
The covetable scarves come in a signature Hermès orange box and will be on sale on the first floor from 27 September to 16 October. No word yet on whether they’ll be available online, so you may have to line your fashion editor pal’s purse with some Euros come Paris Fashion Week!
Check out the new Hermès Facebook page for more info on upcoming global Hermès silk scarf events and the website launch date.
