In a time of launching all things pop up, from restaurants and bars to galleries and stores, Hermès joins the fashion fun opening two fabulous J’aime Mon Carré – I Love My Scarf! pop up stores on either side of London.
A Hermès scarf is a signature piece from the brand, something Anna Wintour of US Vogue bares on a daily basis. Something that is otherwise known as a 'must have' in your wardrobe, to accompany your Chanel quilted bag and your Louboutin’s.
In celebration of launching the exclusive scarf collection, J’aime Mon Carré or I Love My Scarf! the pop up stores will sell and style your classic Hermès scarf purchase for a limited time only. The opening of the two pop up stores also coincides with the launch of the new website; http://www.jaimemoncarre.com/ showcasing the collaboration between Hermès and photographer, Matt Irwin. Irwin travelled around four different cities, Tokyo, Paris, London and New York with four models capturing shots of the girls wearing a Hermès scarf in several chic ways.
The first store will pop up in Shoreditch at the Rochelle School of Art, Club Row Entrance, Arnold Circus, London, E2 7ES, and will be open from 18th November – 21st November 2010. The second will pop up in Notting Hill, 79-81 Ledbury Road, W11 2AG on 25th November 2010. I look forward to playing spot the Hermès scarf on the streets of London!