I see this as a smart move on Hermès' behalf, as the brand which is better known for its exclusitivy has opened up the market to the opposite end of their usual customer spectrum. Well, seemingly. The scarfs still carry the same hefty price tag, but the new additional website and street style look book are targeted to tickle the fancy of our younger generation of big spenders.
The new website www.jaimemoncarre.com features Hermès scarfs on young hot fashionstas in their natural environment. Which is a far (but appreciated) cry from the usual highly stylised editorial look books featuring six foot supermodels playing polo or sitting atop of elephants.
Note: It's more than likely that these girls are models, and their supposed natural environments are infact well thought-through and just as highly stylised as their oppulent editorial counterparts - but the desired effect to portray natural behaviour is, I think, well achieved no less.
You select your desired fashion capital city and are presented with a bunch of "it" girls and their interviews answering questions like "What would be your own scarf print?". There's also a cool feature where you can see up close the different scarfs the girls are wearing and learn how to tie different knots.
I remember back when my step mum bought a Hermes scarf. I was young, so I was more fascinated with the cute little knot book than the actual scarf itself... which is probably why I'm so smitten with this interactive feature. Go figure.