Hermes to launch pop-up luxury laundromats to revive their silk scarves

These days Hermès is often in the news for their Birkin and Kelly bags which have spawned legions of fans and countless copies. But the French brand was really put on the fashion map by their signature silk scarves. The silky squares usually take on bright colors and an interesting assortment of prints making them objects of art in the fashion world.

Hermès has now come up with the rather unorthodox idea of creating pop-up laundromats where scarf owners can give their favorite accessory a new lease on life. Called Hermèsmatics, these spaces will feature signature orange washing machines and dryers. Customers can give their beloved scarf a pink or blue rinse in one of the machines, while the dryers leave them soft and silky as ever. The entire process is 48 hours long and is a free service from the brand.

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Hermèsmatics will also sell new scarves in classic patterns from the Hermès archive including some that have been dip-dyed in nine different shades in Hermès’ silk workshops in Lyon. The brand will celebrate 80 years of creating those signature scarves next year, so presumably, this initiative will be one of many leading up to the anniversary.

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[ Via : Wwd ]

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