The Hermès 'J’aime mon Carré!' pop-up, London

Small space decorated with colourful scarves
J'aime mon Carré was initially launched as a fanzine - photographer Matt Irwin travelled to Paris, Tokyo, New York and London, working together with stylist Francesca Burns and art director Dean Langley...
(Image credit: Matt Irwin)

Not content with being every wardrobe's classic luxury item, the iconic Hermès (opens in new tab) silk scarf is now giving itself a bit of a street-style reinvention as well. Setting up East at Rochelle School of Art for a few days, before moving West to Ledbury Road, the 'J'aime mon Carré! I Love My Scarf!' (opens in new tab) pop-up in London is a scarf-tying masterclass that pledges to make today's new generation of style kids dexterously good at tying their Hermès scarves. Through a series of photo-styling sessions, visitors get the chance to play around with scarves and be snapped for the website in their newly styled creations.

Initially launched as a fanzine - photographer Matt Irwin travelled to Paris, Tokyo, New York and London, and, working together with stylist Francesca Burns and art director Dean Langley, documented seven girls and four boys from around the world wearing and enjoying their Hermès scarves - the project is now branching out into a series of pop-ups around the world.

While scarves will be available to buy at the London pop-up, the idea is really just about the scarf-tying. Each city also has free rein on how the want to celebrate the 'J'aime mon Carré!' movement, so it truly is all in the spirit of fun.

Nonchalant layering is the key here, especially if the girls on the website are anything to go by - why stop at one scarf, when you can have two thrown over the shoulder as braces, or four braided together to make a headband.

The pop-up is also giving out cute little 'knotting' cards that illustrate failsafe assembling diagrams, so previously unthought-of configurations, such as tied round the wrist bracelet-style, or fashioned into a pouch bag, seem wholly possible now.

girl

... to document seven girls and four boys from around the world wearing and enjoying their Hermès scarves

(Image credit: Matt Irwin)

box

Made entirely from different-sized Hermès boxes, an 'H' for Hermès signals the entrance of the pop-up at the Rochelle School of Art. The videos in the little screens show footage from part of the 'road trip' to New York, Paris, Tokyo and London, which can also be viewed on the website

(Image credit: Matt Irwin)

Hermès scarf

Hermès scarf experts help to style and assemble scarves here...

(Image credit: Matt Irwin)

mirror

... while the eclectic mix of mirrors behind provides a space for visitors to view their scarf arrangements.

(Image credit: Matt Irwin)

Special Projects Director Nick Vinson getting a helping hand with his scarf

Special Projects Director Nick Vinson getting a helping hand with his scarf

(Image credit: Matt Irwin)

scarf

One of the scarves we selected to try on to have our photograph taken in

(Image credit: Matt Irwin)

photographs

Photographs of the girls and boys featured in the website

(Image credit: Matt Irwin)

A shot from one of the London fanzine scenes

A shot from one of the London fanzine scenes

(Image credit: Matt Irwin)

A shot from one of the Tokyo fanzine scenes

A shot from one of the Tokyo fanzine scenes

(Image credit: Matt Irwin)

beautiful scarfs

Another scarf counter, framed by a canopy of colourful Hermès scarves...

(Image credit: Matt Irwin)

geometrically arranged scarf cubes

... and surrounded by a wall of geometrically arranged scarf cubes

(Image credit: Matt Irwin)

A scarf top and belt

A scarf top and belt

(Image credit: Matt Irwin)