Could Hermés be hatching a new initiative inspired by a clash of fashion cultures? We think YES! In short, the French heritage brand has launched an adorable website, called J’aime mon Carré (or 'I love my scarf'). Just think - Burberry's Art of the Trench or a super-chic Style Hunter, Garance Dore or Sartorialist-type photoblog, but for beautiful people wearing scarves.
Now, Hermés patterned silk scarves are one of those ageless/iconic fashion pieces, that may have been in danger of their clientele falling mainly into the stylish Granny or resident of the
However! Savvy fashion spotters will know that retro silk scarves have another big demographic – the too cool for school girls who wear vintage scarves tied around their heads, wrists and knotted onto their handbag straps. Aha! Either raiding their own stylish Grans' wardrobes or rooting through second hand shops for gems, loads of young women count silk scarves as fashion essentials and have put a new twist on how to wear them.
All Hermés had to do is encourage this younger generation to start buying the real deal! HENCE the website is full of incredibly chic street stylesters wearing their Hermes scarves in a variety of ways. We had lots of fun scrolling through the Q&A’s with the brand ambassadors (cool girls from
“If a Hermés box arrived at your house, what would you like to be in it?”
she replied “A bangle made of stars”.
Oh, U! We’re not sure if Hermés is ready to take the re-brand QUITE that far just yet!
Now see our GALLERY for 10 amusing ways to wear your scarf!
- Naomi Attwood