Hermès: Paris Mon Ami

Remember last year's J'aime mon carré? ‘le carré’ is the French name of Hermès signature silk scarf. So here's how it begins. Four girls from the four corners of the world and a treasure chest of silk scarves presented a young and quirky take on the old world tradition of the Hermès ethos. Like Burberry and their social media/viral marketing micro site ‘The Art of Trench', Hermès created their own street style inspired photographs of ‘IT’ girls, a fresh view on a new gen of Hermès devotees, from London, Paris, NY and Tokyo.





This September, Paris Mon Ami brings us the next adventure with Anna from London, Courtney from New York, Kozue from Tokyo and Ella the Parisian.

Photographed by Craig McDean, discover the whimsical and interactive journey of make believe as they chase patterns, race hobby horses, talk first love and style all with their own unique twist.





I've always told myself to save up for a huge scarf, so huge it can be worn as a dress like this. Beautiful.





Paris Mon Ami will run online from September 2011 to February 2012 with regular updates, editorial, videos, imagery and games as the four girls take us through the moods and magic of the silk spun world.



Kozue's drop-dead gorgeous. As you have probably noticed, she's my favorite girl in the campaign.







Follow Hermès young and vibrant chronicles as the blog Paris Mon Ami welcomes a host of like-minded friends, and unites around the world with events, ideas and inspiration.



Watch the girls play with the inimitable Hermès silk square and iconic enamel bangles and be inspired with your own.



It's such a wonderful inspiration in my opinion. We no longer need to haunt behind print versions of scarf booklets or searching for pictures of colorways of different designs. It's all there with a few clicks. And in case your're wondering, 'Mon ami' means my friend (male) in English.

Images courtesy of Hermès.