Hermes Pops Up in Century City With Chic Scarf Laundromat
The Hermesmatic pop-up shop opens Friday.
The most chic laundromat ever has just landed in L.A.
Storied French fashion house Hermes introduced a traveling Hermesmatic pop-up shop in Europe last year, dedicated to breathing new life into any Hermes scarf in a client's closet through a unique (and complimentary) dip-dying process performed by artisans on site in luxe branded washing and drying machines — in Hermes orange, no less. The pop-up traveled to the U.S. in June, landing in New York and on to Washington, D.C., and Nashville, Tennessee. Tomorrow, Nov. 10, the boutique will make its final U.S. stop at the Westfield shopping complex in Century City (in The Atrium on level one) and remain open through Sunday, Nov. 19, from 11 a.m to 8 p.m. daily.
Customers can bring in their own Hermes scarves or purchase a scarf on site to be dip dyed for no charge in a choice of three colors: fuchsia, denim blue or violet. An assortment of vintage Hermes silk scarves will be available there to purchase and over-dye, in the form of 36-inch squares ($395), the 32-inch by 2-inch Twilly ($160), the 63-inch by 8-inch Maxi Twilly ($325) and a selection of men's ties (starting at $180). Alternately, scarves from the Hermes dip-dye collection (crafted in the Hermes silk workshops in Lyon, France) will be available for purchase. There is a wait time of 48 hours to pick up the uniquely dip-dyed scarves.
"Not only is the location in Century City surprising, but to discover an Hermes laundromat — just imagine!" said the brand's U.S. CEO, Robert Chavez, by email, exclusively to THR. "Dip dye has been part of our scarf collection for many years now and has been very popular and well received. We also know that we have many scarf collectors who would like to refresh some of their scarves, given an opportunity to do so, and Hermesmatic allows them to do just that. A favorite scarf, in a new coloration, now with a vintage silk feel."
Hermes scarves have long been a timeless style essential, spotted on everyone from Audrey Hepburn, Catherine Deneuve and Grace Kelly to Miranda Kerr and Madonna.
Westfield, 10250 Santa Monica Blvd., Century City