Jaime Mon Carre – Hermes does street style

Hermes has launches a street style site and it’s a perfect lesson in how heritage luxury brands can engage with younger consumers. Fun, informative, interactive, engaging and beautiful, J’aime Mon Carre (‘I love my scarf’) uses jolie young things to demonstrate that an Hermes scarf is a versatile piece to stamp your style on.

Strictly speaking, it’s only ‘street style’ in look, as the models have been styled by Fran Burns (although I’m sure they only needed the odd tweak). No matter, the point is that the project changes the perception of the Hermes scarf and the Hermes brand itself. I hope they develop it further.




Pics: Matt Irwin/Hermes
UPDATE 21/Aug/10
Some of the comments on Cathy Horyn’s review of Jaime Mon Carre bemoaned the lack of older people on the site. To them I say, check out these snaps I took of an Hermes window display back in April. Equally charming I think…


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3 Responses to Jaime Mon Carre – Hermes does street style

  1. pretty says:

    if they would like to donate an Hermes scarf to my poor teenaged closet, I would only be happy to help them develop their street-style look xxx

  2. EIGHT by JAZZY says:

    I'm sure they did something similar around this time last year, I had an Hermes '100 ways to wear a carre' poster on my wall at university. Who cares if its not genuine street style when the pictures are this sumptious?

  3. Caradiaz says:

    Love the concept, I think people should use more scarves to accessorise themselves with.

    I actually own about 100 bought all over the world and ranging from street market and high street to designer, including Hermés.

    So, of course j'aime mes carrés!

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