Hermes goes pop

Is Hermes pitching at a younger market? The ss11 press day was heavy on youthful neon brights while its pop-up scarf shop opens tomorrow in the heart of London’s hipsterville, Shoreditch. Far-from-genteel photographer Matt Irwin has been snapping its website imagery on fashion-savvy youngsters and the accompanying zine has ‘Teen Vogue’ written all over it. Add to that the arrival of Christophe Lemaire as creative director (loved his youthful take on sportswear at Lacoste) and we have a luxury brand worth keeping a very close eye on.