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…

Disneyrollergirl 3 Comments Brands, Photography, Retail concepts, Styling Hermes

27 December, 2009

Hermes to launch new brand – Shang Xia

More news on the Hermès front following my rant last week.

According to CPP-Luxury, the Hermès group will launch a new brand aimed at the Chinese market in 2010. The lower-priced brand called Shang Xia will be made using traditional Chinese materials and techniques to take advantage of the new Chinese luxury consumer.

This chimes with research I have recently undertaken on the luxury market for the next decade. Heritage and authenticity is something that luxury brands will be focusing on, moving away from the noughties version of luxury that was more to do with brand names and status than the quality and craftsmanship of the goods. This is certainly a brand to watch as if it does well, others are sure to follow.

Update

Disneyrollergirl 2 Comments Brands brands, Hermes, luxury, Shang Xia

17 November, 2008

I want, I want: Hermes apple bag

Who knows where the apple bag trend started? I don’t, nor do I care. I first spotted this Missoni one (above) in Vogue last year – or perhaps it was the year before – but silly me, was too slow off the mark to scoop one up. Then there was the Hermes ‘apple holder‘ outcry. Who on earth would want or use such a frivolous thing? (Um, me?)

Hermes apple bag

Now, Alice Temperley has jumped on the band bagwagon with this tasty twosome in festive red and green. Hopelessly impractical but utterly delicious!

WORDS: Disneyrollergirl / Navaz Batliwalla
IMAGES: Missoni; Hermes apple bag
NOTE: Most images are digitally enhanced. Some posts use affiliate links and PR samples. Please read my privacy and cookies policy here

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