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"   Herm\u00E8s&amp;#039; new site.  Last month, Herm\u00E9s launched their new site, &amp;quot;J&amp;#039;aime mon carre.&amp;quot; At the time, we failed to notice the parallel to Burberry`s Art of the Trench \u2014 after all, though the two brands have stellar heritage and brilliant designers, they&amp;#039;re totally different. But now, the former is trying to up their cool factor even more. Herm\u00E9s is opening two pop-ups in the UK \u2014 neither of which is located on Sloane Street or Old Bond, they&amp;#039;ve chosen Shoreditch and West London instead. And neither of which is catering to the woman with a drawer full of silk scarves, because the pop-ups come with scarf-tying lessons. Between their new found love of social media, the ever trendy pop-ups, and their on-hand teaching experts, it sounds like they&amp;#039;re aiming to attract legions of hip kids, instead of ladies-who-lunch. But can it work? For a brand that&amp;#039;s so steeped in heritage (and let&amp;#039;s face it, so expensive) it might take more than glossy photos of Harley Viera Newton to convince the cool kids it&amp;#039;s the next must have. "^^<http://www.w3.org/2001/XMLSchema#string>
<http://www.elle.com/fashion/news/a5026/hermes-wants-to-be-hip-part-three-8169/>