Love your scarf: Hermès takes to the streets

Paris – French luxury brand Hermès has launched a new online campaign aimed at the next generation of luxury consumers – the New Millennials.

The J’aime mon carré website features photographs and interviews with fashionista girls wearing Hermès scarves on the streets of Paris, New York, London and Tokyo.

Each girl describes her style and favourite places to hang out, as well as the way she likes to wear her scarf. The site also features stylish videos of these ‘it’ girls in their home cities.

The J’aime mon carré site is an example of how prestige labels are trying to engage with the New Millennial generation of consumers.