Making Luxury Relevant in Today’s Economy

This fold out poster came with my October Elle magazine (this is just a piece) and I think it a great positioning move for the venerable luxury brand. The poster shows over 70 Sartorialist – inspired snapshots of decidedly downtown looking men and women sporting Hermes scarves in a multitude of ways.

It’s inspirational for younger fashion folks who might not see themselves in the brand and it firmly carves new space AWAY from the stuffy Upper East Side ladies who are the most visible (obvious) bearers of the brand. The poster also clearly shows – look at the uses you can get out of this $375 investment, a skirt, a variety of tops, vests, belts, a bag – this investment piece is a bargain. It’s creative, it reflects a variety of personal styles and Hermes fits within all those frames. Well done piece.