Tomorrow luxury brand Hermès is launching Scarves In the City. As part of the Hermès Paris Mon Ami campaign, the luxury fashion label is opening up a special pop-up store in London at Harrod’s. Hermès has created a limited edition scarf to celebrate its 20th birthday; every afternoon from Dec. 1 to Dec. 3, there will be two scarf styling sessions in which a team of Hermès stylists will provide advice and demonstrations on the ways in which one can tie a Hermès silk scarf.

There will also be photo sessions to let shoppers capture their new looks. In addition to the pop-up shop, the Hermès Paris Mon Ami campaign will run online with a game called ‘Scarf In the City.’ The game asks visitors to upload images of their favorite scarves in “inspiring, interesting and unique situations” in the city. The site will also post video content and imagery, following on from the brand’s 2010 J’aime Mon Carre project.

For those of you that missed it, J’aime mon carré, Hermès’ fanzine of 2010 documented the whimsical adventures of four girls from each corner of the world, as they exuberantly expressed their personalities with a traveling treasure trove of vibrant and interchangeable Hermès scarves.

The interactive online fanzine offered a transportive view into the dazzling and legendary world of Hermès, as seen through the eyes of four young girls. You could follow Anna from London, Courtney from New-York, Kozue from Tokyo and Ella from Paris at Paris Mon Ami, as they chased patterns, talked first love, raced hobby horses, styled their iconic Hermès silk squares and enamel bangles with their unique flair and experience a global style adventure like no other.

Hermès has followed the footsteps of many other luxury brands, creating their own street style inspired photographs of ‘IT’ girls, a fresh view on a new gen of Hermès devotees, from London, Paris, NY and Tokyo.

You can view and upload your photos directly to the Hermès here.

Photography: Hermès & HauteMuse Magazine photographer Angedelamour