Hermes has launched such a hip homage to scarf-dom with http://www.jaimemoncarre.com, which marks its collaboration with Colette in Paris. Interestingly, some of the most traditional brands -- most notably, Burberry -- have been first to experiment with bringing the playfulness and creativity of clothes online. Unlike other, static forms of marketing, websites make fashion fantasies interactive (e.g. when Joscelin was lured into branding herself with a Uniqlo puffcoat). Plus it's always a treat to see It Girls wearing scarves without abandon!
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