It kills me to do a “Loathe” post about Hermès, my favourite brand and the ultimate symbol of luxury fashion, but alas, it must be done. Their most recent project, a website called “J’aime Mon Carré,” is their first and hopefully last foray into the world of tragic “It-girls.” Basically the website invovles a bunch of “It Girls” photographed wearing limited edition Hermès scarves, with instructions on how to imitate their styles. The girls are just another group of boring twenty-somethings with pretty faces and born into rich families.
Reading the descriptions of the girls makes me want to puke. One, who looks like she is 14, likes to “drink red wine, eat croissants, and make love while listening to Edith Piaf.” I’m wondering if she is even the age of consent. Another one likes to go out in “NY, London, Paris. Not LA.” Are we supposed to care? And most of all, are Hermès customers supposed to care? If this was Forever 21, Alexander Wang, or even Burberry (who is so desperately trying to be hip), I could understand, but Hermès? No. Please NO.
Dear Hermès,
I love you, and almost everything you do. But please don’t lower ourself by turning into one of the many brands who use boring, silly “It-girl” actresses, DJ’s or socialites as representatives of your brand. You are above that. Go back to being classic, exclusive, and elite. We love you that way.
Yours truly,
Alexandra
