Hermès launches the "bain de jouvence" ("fountain of youth") campaign for its silk scarves. Free pop up mini-laundries will be available in different cities. They will restaure all the splendor to "old" silk scarves.
Over the years, Hermès knew how to enroll silk scarves in its identity. The brand intensifies this process by launching the "fountain of youth" operation.
Objective, to provide a second life to silk scarves aged by time. Washing machines in the brand’s signature orange color give scarves a blue or pink rinse, and a dryer restores them to their original softness. The process takes 48 hours and is free of charge for customers.
A way to give more visibility to Hermes and disseminate its symbol of the silk square to the youngest.
An operation that will support the sustainability of the product intended "to be transmitted, to pass from hand to hand, from mother to daughter," Hermes said in a statement.
The House began as a small tour around Europe. Travelling from city to city, Hermès will provide a mini-laundry free of charge.
The first "rejuvenating" Hermès will take place initially in Strasbourg from 7 to 15 October 2016. A 70sqm space will be available in the heart of the city to host HermèsMatic.
Each Hermès pop-up will also feature a store selling scarves in signature patterns drawn from the house’s archives, such as Brides de Gala and Quadrige, and dip-dyed in nine different shades in the Hermès silk workshops in Lyon, southern France.
The luxury house will also stopover in Paris during the first half of 2017 and in Bordeaux in November 2016. The free event will also take place beyond the French borders in Munich and Amsterdam.
So you just have to wait until it reaches you city... Or travel to one of these with your scarves!
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