A monogram perhaps may best be described as a logo with attitude, a certain snob appeal. It’s more than just graphic shorthand for a brand name. In the fashion world, the right monogram says luxury, refinement, and discerning taste. Consumers like being associated with these qualities and usually don’t mind if the monogram is prominently visible on their shirt or purse for all to see. How many of these monograms can you name? Answers on the next page.
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Hermes is one of those “if you have to ask, you can’t afford it” brands. Its silk scarves are coveted and collected as genuine works of art, the ultimate in elegance, refinement, and taste. Artists around the world are commissioned to produce unique designs for Hermes scarves. Each pattern is painstakingly engraved by Hermes artisans who typically take 750 hours to achieve Hermes’ nuanced colors and detailed design. Requiring an average of 27 ink colors, the image is silk-screened onto fine silk cloth. Although more than 2,000 Hermes scarf designs now exist, with 20 new designs issued each year, the look, classic and opulent, is decidedly Hermes. Dramatic colors and bold designs are the signature of the Hermes brand. Saying anything more would be redundant. This explains why the catalog and video ad for Hermes’ spring 2014 Soie Folle collection is without voiceover or marketing text.
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