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Hermes Meets Online Street Style with J'aime Mon Carre Website

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How to infuse an age-old luxury brand with a dose of youth and a shot of modernity: take a page from Hermes book and launch a fashion-slash-streetstyle site called, chock full of chic young women and their nouveau approach to classical scarf wearing. The NY Times loves it too:

Remember how fuddy-duddy scarf-tying demonstrations used to be? Remember when people knotted a Hermès scarf on the strap of their bag? Well, here is how a luxury-goods company can make the connection between its heritage (and ultimately sales) and street-style sites. Some of you will recall Burberry’s The Art of the Trench site, which shows images of people in their trench coats. But I think there’s a little more value in the information contained in It feels new. And arguably there are more ways to wear a scarf than a trench.
The internet and luxury fashion are finally starting to get along. Brings a tear to our eyes.
· J'aime mon Carre [Official Site]
· A Paris house and a playful street link [NYT]