Hermès has officially crossed the line from "hoity-toity" to hip. The brand has launched an initiative called J'aime Mon Carré -- I Love My Scarf -- which was shot by British photographer Matt Irwin and styled by Francesca Burns. The youthful, boldly-patterned silk scarves are modeled by pretty young things from Paris, NY, Tokyo, and London, including model/DJ Harley Viera-Newton and aspiring filmmaker Tracy Antonopoulos. The girls are shot in different looks around their respective cities, and readers are given instructions on how to replicate the ways their scarves are knotted. The line will be sold exclusively at Colette in Paris from September 27 through October 16, coinciding with the city's Spring/Summer 2011 Fashion Week. Check out the website for a major dose of style inspiration and a lesson in how to wear your scarf like an It Girl.