Hermes Creates Quirky App to Promote Men's A/W 2014 Accessories

'Tie Break' Has More Fun With Neckwear Than You Can Imagine

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Although Hermes, arguably, is best known for its scarves, the fashion house has made a lot of interesting noise -- at least in the digital space-- around its men's accessories. Previously, it tapped Winkcreative to create an unusual 8-bit retro site to promote its wares. Now to showcase its collection for A/W 2014, the brand has launched a fun, offbeat mobile app, Tie Break.

Targeted at the "contemporary man on the move," it features a quirky lineup of content, from games to animated gifs, comics, videos and tie-knotting tutorials. The brand's patterns, for example, come to life via whimsical animations and in swatches that men can place against their chests to see how patterns look with their shirts. Other modules, of course, showcase and allow customers to purchase the latest styles, which happen to include a special "Tie Break" edition adorned with a QR code that, when scanned on a smartphone, takes users straight to the app. Tie Break is available for both iOS and Android.

Music for the app and teaser video was composed by Cedric Marszewski (aka Pilooski), a regular Hermes collaborator who has created much of the music for Hermes women's shows.

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Aug 07, 2014
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