Similar to Burberry’s The Art of the Trench that hired the Sartoralist, Magnum Photo or submitted by users, Hermès reintroudces one of their many famous category – scarf. A window at Colette and a FB page are in line with the launch of Hermès’ new website jaimemoncarre.com (I Love My Scarf). At the website, they have different girls from Tokyo, NYC, London and Paris to exhibit their own personal way of working the renowned products. it doesn’t take an intellect to explain:

1. Friendly, young and modern approach to attract future target audience, i.e. potential customers;
2. A showcase to introduce the product to the ever emerging market,  make it look hipper;
3. Relaunch this aging French mythic garment culture and get it translated literally from around the world;
4. The fact that the domain remains French instead of ilovemyscarf.com, sure it’s a way not to forget its French identity;
5. Very cleverly so, the French word ‘carré’ will become a worldewide fashion word and straight away you’d have the formula: Carré=Hermes.

from Wikipedia: One of Hermès’ most recognized products today remains its signature silk scarves. The modern Hermès scarf measures 90cm², weighs 65 grams and is woven from the silk of 250 mulberry moth cocoons. All Hermès scarves are hand-printed using multiple silk screens and the hems are all hand-stitched. Forty-three is the highest number of screens used for one scarf to date (the charity scarf released in 2006), one screen for each color on the scarf. Scarf motives are known to range from germane (the French Revolution, French Cuisine) to the unexpected (such as the flora and fauna of Texas). However, many generally feature equestrian motifs, as well as other symbols of prestige, like coats of arms, banners, and military insignia.  Two scarf collections per year are released, along with re-prints of older designs and limited editions. Since 1937, Hermès has produced over 2,500 designs, with the horse motif ones being particularly famous and popular. Production of scarves has ranged from 250,000 in 1978, to 500,000 in 1986, to 1.2 million in 1989. During the holiday season, in the Paris locations, one scarf is sold at a rate of about 20 seconds.

The per-pound cost of a scarf today is approximately $1,965.00 USD (compared to a pound of steel at $0.19). New scarves retail at $375 USD and still account for a significant percentage of Hermès’s turnover. Hermes also markets two collections a year of cashmere/silk blend scarves, which are priced as of Spring 2008 from $550 to $950 USD.

The company’s scarves are very popular. Some find themselves even made into pillows or otherwise as framed wall-hangings. Famous lovers of the Hermès scarf include Queen Elizabeth II (who wore one in a portrait for a British postage stamp in the 1950s), Grace Kelly (who used an Hermès scarf as a sling for her broken arm), Audrey Hepburn, Catherine Deneuve, and Jacqueline Bouvier Onassis. More recently, Sharon Stone, Sarah Jessica Parker, Hillary Clinton, Mariah Carey, Elle McPherson, Madonna and Oprah Winfrey have all been photographed wearing the scarves. Notoriously, Stone used one for a bondage scene in the film Basic Instinct.