This month, Hermès gets down and buzzy with a four-day ode to its iconic scarf.
Baobab Cat silk twillon scarf, $225, available in Hermès stores in 2019
“You must perfectly master the rules, the better to break them,” insists Pierre-Alexis Dumas, artistic director of Hermès. It’s a subtly confrontational mantra for the 181-year-old fashion brand, but one that explains why the classic atelier is hosting its Carré Club in a to-be-announced trendy venue rather than, say, on Rodeo Drive. Hermès Carré Club is a four-day pop-up event dedicated to celebrating the brand’s signature square silk scarf—the carré. (It was Dumas’ grandfather who debuted the first carré, in 1937.) The event launched in New York City in September and makes its way to LA this month. “Hermès Carré Club began with the idea of bringing the carré to life,” says Bali Barret, artistic director of Hermès women’s collections. “The collaboration and creative process behind our carrés are very intense, very demanding.” Said process begins as a design on paper that is eventually transposed onto French silk. From there, every step of production—from engraving to coloring to rolling hems—is done by hand in the brand’s studio in Lyon, France.
Carré Club Ex Libris Bandana, $195, exclusive to the pop-up
Though steeped in centuries-old tradition, Hermès keeps its carrés artfully on trend by recruiting contemporary artists to express their own creative vision on the silky canvas. Take U.K.-based Alice Shirley, for example, whose realistic and riotously colorful animal renderings transform the delicate square into a wearable pop art piece. Shirley and other collaborators will be demonstrating their work live in the Carré Studio—one of the six unique modules within the Carré Club. Other experiences include a Carré Café, Carré-OK (Hermès-approved karaoke(!)) and a shoppable selection of limited-edition scarves labeled Carrémania. “A club seemed like the perfect way to bring a community together to discover the carré and to meet our designers [in a way] that echoed the studio environment of their creation,” says Barret. To join the club, simply check in at the Carré Click and Check... and get carré-ed away. VIP opening Nov. 7, open to the public Nov. 8-11, hermes.com
Photography by: TWILLON PHOTO BY TIM ELKAIM; SCARF PHOTO COURTESY OF HERMÈS