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Hermès targets new generation of silk scarf-buyers via short film

September 11, 2012

 

By Tricia Carr

French label Hermès is using the spontaneity of young love to market its silk scarves to a new generation of aspirational consumers through a social film produced by 18-year-old photographer Olivia Bee.

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Off the Cuff: A Q&A with Steinway & Sons’ Ben Steiner