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J'AIME MON CARRÉ BY HERMÈS
After de success in 2009 with “Petit Journal de la Soi” that explained how to use the silk scarfs of Hermès, the company released 2010 not only another journal featuring new caracters but also a website: “J’aime mon carré / I love my scarf” to interact more with their younger target group.
Jaimemoncarre.com is dedicated to scarves/carrés and Hermès Fall-Winter silk goods. As the name suggests, the main theme of the site is about different ways of wearing the scarfs. It features photographs and videos of different people in different cities. The site is organised like a diary with snapshots and accompanies the protagonists from each cityduring their daily life: London (Anna and Joe), Paris (Ella and Andrien), New York ( Harley, Courtney, Tracy) and Tokyo ( Kozue, Johnny, Go, U).
First we thought it was models but Hermès assured us, that it is real people, student and artists they discovered in each city. Obviously they are wearing the Hermès A/W 2010 scarfs but the clothes and accessories is a mix of their own and vintage pieces. The images are art directed by Dean Langley and photographed by Matt Irwin.
One cool feature on the page is the ” how to tie different knots”. You can literaly reproduce every knot the page is featuring.
The site also has an upcoming “I love my scarf” events section where you can get updates about the current location of the project in Hermès boutiques all over the world. The next one will be held 21 October in New York.
Bt Paulo Meixedo
