# Scarf Styling Sessions Hermes' 'Paris Mon Ami' Campaign Offers Shoppers a Fab Fashion Experience By Katherinev123 | Published 2011-11-30 | Luxury Source: Trend Hunter, https://www.trendhunter.com/trends/hermes-paris-mon-ami References: [global-blue](http://www.global-blue.com/brands/specials/harrods/hermes-pop-up-in-harrods/) & [parismonami](http://www.parismonami.com/en/standard-posts/le-carre-dans-la-ville/) Celebrating 20 years at Harrod's and as part of the [Hermes](https://www.trendhunter.com/trends/birkin-bag) Paris Mon Ami campaign, the luxury fashion label is opening up a special [pop-up store in London](https://www.trendhunter.com/trends/extreme-cashmere-popup). Hermes, known for its [iconic silk scarf](https://www.trendhunter.com/trends/lilysilk-concept-store), has created a limited edition scarf to celebrate its 20th birthday with Harrod's and will also provide shoppers with scarf styling lessons during the pop-up event. Every afternoon from Dec. 1 to Dec. 3, there will be two scarf styling sessions, in which a team of Hermes stylists will provide advice and demonstrations on the ways in which one can tie a Hermes silk scarf. There will also be photo sessions to let shoppers capture their new looks. In addition to the pop-up shop, the Hermes Paris Mon Ami campaign will run online with a game called 'Scarf In the City.' The game asks visitors to upload images of their favorite scarves in "inspiring, interesting and unique situations" in the city. ## Trend Insights (Trend Hunter) - Score: 4.4/10 - Popularity: 54% | Activity: 71% | Freshness: 8% - Audience gender: 30% men, 70% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Luxury](https://www.trendhunter.com/luxury) > [Luxury Fashion](https://www.trendhunter.com/luxuryfashion) ## Key Themes ### What's Driving This Trend - **Luxury Pop-up Stores:** The trend towards luxury pop-up stores creates opportunities for brands to generate excitement around limited edition products and offer unique experiences to consumers. - **Fashion Tutorial Sessions:** Fashion tutorial sessions offer an opportunity for brands to showcase their expertise and build deeper connections with consumers by providing them with value-adding content. - **Branded Online Games:** Branded online games provide an opportunity for brands to engage with consumers in a fun and interactive way, and can be used to generate buzz around new product launches. ### Who This Affects Most - **Fashion:** The fashion industry can take advantage of the trend towards luxury pop-up stores and fashion tutorial sessions to offer unique experiences to consumers and build brand loyalty. - **Luxury Goods:** The luxury goods industry can leverage the popularity of limited edition products and branded experiences to drive sales and enhance brand image. - **Digital Advertising:** The digital advertising industry can offer innovative solutions to brands looking to create engaging branded online games as part of their marketing campaigns. ## Related on Trend Hunter - [Cashmere-Centric Pop-Ups](https://www.trendhunter.com/trends/loro-piana-x-harrods.md) - [Luxury Bag Pop Ups](https://www.trendhunter.com/trends/birkin-bag.md) - [Exclusive Upscale Holiday-Edition Pop-Ups](https://www.trendhunter.com/trends/the-magical-house-of-chanel.md) - [Luxury Department Store Takeovers](https://www.trendhunter.com/trends/burberry-and-harrods.md) - [Annual Summer Pop-Ups](https://www.trendhunter.com/trends/lucky-collection.md) - [Luxe Body Care Pop-Ups](https://www.trendhunter.com/trends/herms-le-bain-popup.md) - [Luxury Fashion Craftsmanship Exhibitions](https://www.trendhunter.com/trends/hermes-celebrates.md) - [Interactive Luxury Brand Storytelling](https://www.trendhunter.com/trends/mystery-at-the-grooms.md) - [Rooftop Clothing Pop-Ups](https://www.trendhunter.com/trends/ami-paris.md)