Remember the time when you accidentally machine-washed your favorite dress or shirt and it came back a completely different shade? Well, the chic people at Hermès are playing with that concept to cleverly promote their new pop-up concept store.
In the video, a woman walks into the Hermèsmatic to wash her scarf, but this isn’t your everyday laundromat. The woman’s scarf goes from beige to a bright red — and she’s thrilled.
Hermès’ pop-up store is designed to breathe some new life (and fun) back into your classic silk scarves. The service allows customers to bring in their new or vintage silk scarves to be dip-dyed with their washing technique and voila! — a new scarf is born.
Hermèsmatic debuted in Paris, and then traveled to Geneva, Brussels, and Basel, Switzerland. The service is now available at Hermès stores in New York City, and will soon arrive in Washington, D.C., Nashville, and Los Angeles.
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