What better way to tap into the hipster zeitgeist than capture them in their natural habitat? Maybe copping hang time on the apartment-front stoop with some pals, sipping rose spritzers and recapturing the bohemian vibes of yore with a faux-vintage looking Hermés scarf. There’s no shortage of examples to suggest that the “magical gatekeepers of influence” we know as Hipsters have become the Everest of consumer groups for brands everywhere, including luxury leatherware ones.
Hermés has more of an affiliation with really rich old ladies than a subculture of independent thinking, contemporary art appreciating, Sleigh Bells-listening, Norman Mailer-reading, 20 something ‘creatives’, but the brand is challenging it’s consumer tradition with a campaign aimed at a lighthearted, youthful audience: “J’aime mon carré” (I love my scarf). The new brand direction comes complete with a hip stand-alone website full of beautiful youths wearing Hermés scarfs with hipsterish casual/stylish panache www.jaimemoncarre.com. Hermés scarves are around $470 a pop which means hipsters are rich as well as good looking, politically progressive and users of the word ‘drab’. I thought ‘creatives’ were supposed to be poor.
