J’aime mon carré” HERMES

Hermes has launched the “J’aime mon carré” (“I love my scarf”) project http://www.jaimemoncarre.com/#/home/  It portrays four women with the scarves set in four cities, Paris, London, Tokyo, and New York. The girls, all pretty and young, dance and pose with their swatch of silk in a whimsical demonstration of how to wear it (there are many more ways than you’d think). Each section contains a film too, accompanied by music that suits the location. The genius piece of work, so typical of Hermes, highlights the talents of British photographer Matt Irwin, art director Dean Langley, and stylist Francesca Burns, who traveled to the aforementioned cities for their inspiration. There are how-to instructions on the multitudinous ways to tie one’s scarf on the site, as well as listings of the special events that will take place from Australia to the Czech Republic. In Paris, concept store Colette will host their own special orange box-modeled-bien sur-after Hermes own-from September 27 until October 16, selling limited edition Hermès for Colette scarves and lozenges.