Hermès takes Art Basel with collaborative scarf exhibition

French apparel and accessories house Hermès is showing its artistic flair with an exhibition of silk scarves on display at Switzerland’s Art Basel June 18-21.

The exhibition features a selection of scarves designed by Argentinean artist Julio Le Parc for Hermès Éditeur, the brand’s ongoing collaboration with artists. By sharing its unique creations in an artistic setting, Hermès is emphasizing the conceptual work that goes into designing its products.

“This is a great way to educate the consumer about the product while paying homage to the brand’s rich heritage and values,” said Ryan Hattaway, president of Mogul Media Group, Miami. “For luxury brands this can be especially important.

“In order to stand out in the competitive high-priced landscape, brands should not only promote premium quality but also look for creative ways to tell their story and identify with consumers.”

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