My Beautiful Laundrette
HermèsMatic – Ph. Martial Schmeltz
Text Angelica Carrara
It was a movie by Stephen Frears in 1985. A love story started at a laundrette in London. It’s all about love even when one steps into HermèsMatic, the pop-up itinerant laundry signed by Hermès, when it is possible to dye your Carré for free with the dip-dye technique.
For one piece, only one colour bath is needed: blue jeans, fuchsia pink or sage green. You choose the washing machine according to the dye, and at the end of the cycle the scarf is subject to drying, for a last twist to confer softness. In forty-eight hours, your Carré is ready. Packed in HermèsMatic case.
In the name of orange. Washing machines, boxes, buckets, everything is orange. A colour with a fortuitous origin. In 1945, Émile-Maurice Hermès had to face a trouble with boxes – those in the classic beige colour were not available anymore and the supplier had to replace them with a stock of orange cartons. By now a symbol of luxury.
After Turin, HermèsMatic will be in Bologna from 9 to 18 November and Palermo from 24 November to 1o December. Ready, steady, dye! – this is the motto.