J'aime mon carré: Hermes Pop-Up
Luxury fashion brand Hermès is attempting to redefine its image with a campaign called J'aime mon carré (I love my scarf), using online, film and pop-up stores to market to turn younger customers on to the brand.
Having previously only been associated with the most affluent shopping districts, such as London’s Mayfair, two temporary stores are to pop up this month in the trendy areas of Shoreditch in East London and Ledbury Road near Portobello Market in West London, in an effort to grab the attention of a new generation of taste-makers and influencers.
Once customers have been styled, they can have their photo taken and uploaded to the J'aime mon carré website for their 15 minutes of fame.
To drive home its new affiliation with younger fashion pundits there will also be screenings of a short film by style magazine favourites; photographer Matt Irwin, art director Dean Langley and Love/GQ stylist Francesca Burns, featuring four girls who love their scarves.