HERMES launches social networking web site dedicated to scarves

French luxury house HERMES has recently launched ”J’aime Mon Carre” (”I love my Scarf), a new web site dedicated exclusively to its signature square scarves. The web site, which is directly linked to Hermes’s Facebook page, pictures hip young girls in a cool urban looks wearing scarves as bras, turbans, ties, belts and regular around the neck.

The web site is divided by capital cities, showing girls in every day shots on the streets of Paris, London, New York and Tokyo, with a street movie in each city, providing inspiration on how to wear the legendary scarves. The  girls are casually dressed, most with a hippy, street look. In September, HERMES is also set to launch a special collection of scarves which will be available at the chic Paris store of COLLETTE. HERMES’s new marketing venture is meant to increase awareness of the brand online, and to bring it closer to a younger clientele.