Paris—If you think an Hermès scarf is just something that Queen Elizabeth ties around her head on a blustery afternoon at Balmoral, think again mon amie.
Hermès, long famed for its status silk scarves, has teamed up with trendy Parisian retailer Colette to promote scarves as the latest—and coolest—for hipsters the world over.
It’s all part of their collaboration on a new website called—what else?–“J’aime mon carre” (www.jaimemoncarre.com), that’s French for “I Love My Scarf.”
The website celebrates the scarf as oh-so au currant showing examples of young women from Paris, New York, London and Tokyo brandishing scarves as turbans, headbands, belts, halters, skirts, bracelets as well as the more commonplace around the neck.
Hermès’ and Colette’s message is clear: scarves aren’t just for your mother—or grandmother. And the website goes to great lengths to get the message across.
Click on Polaroid-style photo collage and interviews with real women and their scarf style tips including some fun, creative ways of using scarves. There also are video interviews with women from different cities, and the content is available in several languages. A list of locations in Europe and Asia give upcoming dates where Hermes is sponsoring “I Love My Scarf” promotions or events.
Not surprisingly, the venerable luxurygoods house is smart tout the scarf as the latest “it” item. In 2009, when most fashion classifications were in the doldrums, scarf/muffler business increased 16% in dollar sales over 2008, according to the 2009 Cenus Report from Accessories magazine/NPD Group.
In fact, women ages 13 to 34 accounted for more than 60% or more of the dollar and unit increases last year and sales are expected to increase again this year. J’adore, no?