Hermès has been making attempts to appeal to younger audiences. Two years ago, the maison appointed Nadège Vanhee-Cybulski, a then-obscure name in high fashion. Since her arrival, new bags including the Octogone have been lauded as “the new Birkin”.
Yesterday, Hermès quietly launched a film on its Youtube channel to revive its Maxi-Twilly scarf collection. What’s refreshing is the fact that the maison chooses two young female skaters to star in the video, while a retro tune plays in the background. The young souls are seen leisurely skating at a skate park, while their long locks tied loosely with the ubiquitous Maxi-Twilly.
The description for the video simply reads: “Welcome to the Hermès Skatepark. Glide gracefully wearing these reversible Maxi-twilly cut scarves as the whim takes you.” Ah, Hermès and its subtlety.
The film is launched less than a week after the announcement of the new Apple Watch Hermès collection. The collection pairs Apple Watch Series 2 with finely handcrafted leather bands in distinctive styles from Hermès, and features exclusive watch face designs inspired by the iconic Clipper, Cape Cod and Espace Hermès models. The new Apple Watch Hermès collection goes on sale from September 23.
To check out Hermès Maxi-Twilly scarf collection, visit their website.