Le petit journal de la soie: All the possible ways to tie a scarf

I don't know if you've noticed, but I never write about something I haven't experienced firsthand and can speak about from my own experience. That's why not even my dear (very dear) advertisers get published unless they offer me some kind of interesting additional experience/collaboration that I can talk about. I'm telling you this because today, however, I'll make an exception. I'll talk about a luxury brand that has hit the streets, without a red carpet, without a photocall, and without Carmen Lomana at the door. Unheard of.

A week ago, I was walking through Plaza de Colón and came across a mini hot-air balloon made of Hermès scarves, tied to a velvet seat. The temptation to sit down was great, but there were people milling around and I was in a hurry. Just as I started to speed up again, a young man approached me and handed me a pamphlet. I thought it would be another "Basic computer course, eight times a charm," "I buy gold at tin prices and resell it at diamond prices," "Amazing Restaurant, an overwhelming menu" and those things you always throw in the next trash can, but on the way to it, I took a look and Oh! surprise! it was worth keeping. It was a... small silk newspaper? from Hermès?

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I didn't understand anything, and there was no one with time to help me when I asked again. That's French luxury for you; when it first hits the streets, it finds it a bit difficult to make initial contact with ordinary passersby. Luckily, there's always LujosaBarcelona to clarify that it was all part of an Hermès initiative to relaunch its iconic scarves and show people that they are not just for old women who tie them around their necks between their mink and pearl necklace.

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I don't know how it went for them because later I was the one who didn't have time or patience to find out, but what I found really interesting was the pamphlet itself, ahem, silk newspaper excuse moi (how well luxury brands rename everything they touch).

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First, because they have opted for a clearly street style photo aesthetic, far from the usual pomp and circumstance. And second, because the styling is very well-executed and excellent. I think they truly offer good ideas on the difficult art of wearing a scarf.

Last week while walking through Madrid I came up with this initiative from Hermés about a "Little newspaper on silk". It is meant to make the brand, more specifically its signature product the silk scarf, closer to young people. The paper is rather interesting since its pictures are influenced by streetstyle and all the looks are very elaborated. I find they honestly give new great ideas on the very dificult art of wearing a foulard with style. Hope you find it helpfull.