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Hermès targets new generation of silk scarf-buyers via short film

September 11, 2012

 

By Tricia Carr

French label Hermès is using the spontaneity of young love to market its silk scarves to a new generation of aspirational consumers through a social film produced by 18-year-old photographer Olivia Bee.

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  1. YSL Beauty adds Bahamas, Colombia to rewilding project scope
  2. Luxury Unfiltered: Redefining luxury trainings and masterclasses for a world of disruption
  3. Annual operating profits down 18pc at Valentino
  4. The RealReal ends Earth Month with in-store donation program
  5. Luxury growth at L’Oréal lags in Q1
  6. Bon Appétit out with first ‘Drinks’ issue in over 50 years
  7. Chanel v. What Goes Around Comes Around: Will luxury resellers change course?
  8. Tod’s unveils ‘Art of Craftsmanship’ exhibition at Venice Biennale
  9. Iris Law stars in Versace’s Dylan Purple fragrance campaign
  10. Luxury Unfiltered: Brand stories are the secret to creating desirability
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