Positive Design

Luxury Brand Utility – Hermès: How to Tie a Silk Knot

Should luxury brands do brand utility?  Hermès thinks so.

No longer do you have to watch Basic Instinct to know how to tie a Hermès silk scarf knot – there’s a new Hermès app for that…

Not just for Christian Greys of the world, the Hermès Silk Knots app shows owners of the famous French carré a myriad of tie-ups.

Given that Hermès sells a new patterned carré every 25 seconds, the app stands to help a lot of people, not just Charlie Hunnam.

Rather than shun brand utility, we think luxury should celebrate and embrace it; we’ve being working with a number of luxury brands recently and we’ve found there’s more to luxury than flattering the senses and the Veblenian signalling of wealth, status and elegance; luxury is also about a self-affirming search for perfection.

Helping people in that search for perfection is what luxury brand utility should be about. The Hermès Silk Knots app helps.





Chartered psychologist specialising in consumer behaviour, wellbeing and technology. Certified CX professional experienced in Design Thinking. A researcher, writer and speaker, Paul is head of Digital Insight at SYZYGY.

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