Storied French empire Hermès is celebrating its rich history of printed scarves with a younger clientele this fall, as the “J’aime mon carré” collection (“I love my scarf”) is due to hit stores worldwide in September. Almost as exciting as the collection, which updates the house’s classic styles with brighter colors and youthful motifs, is the grass-roots marketing campaign which features the scarves as styled by pretty young things from around the world — yet another advertising campaign inspired by the world of street style blogs. The website not only features films and interviews with Hermès’ selected “it” girls, but also illustrated instructions on how to knot the scarf as worn by each girl. For those passing through Paris during fashion week, Colette has collaborated with Hermès on four limited edition “J’aime mon carré” scarves to be sold exclusively at their store from September 27th to October 16th.
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