Scarves and Their Identity Crisis

Typecast for decades and It's time for a change

Scarves have a PR problem

And it’s not from lack of press, it’s from being trapped in the wrong century. If you say “scarf” I think most people still picture a politician’s wife on the campaign trail or someone’s chic grandmother in oversized sunglasses driving a convertible. And honestly, I love both of those images, but it’s also why scarves have been typecast for decades. They’ve been playing the same role for so long and they’re overdue for a reboot.

Here’s the thing: Hermès has been trying to get them out of this formal pigeonhole for years. The campaigns have been casual, playful, even irreverent. But public perception moves slowly, and the “only for formal occasions” mentality is stubborn. Which is still so surprising, because a scarf is possibly the most adaptable thing in your wardrobe. You can wear it on your head, as a top, at your waist, around a bag and the list goes on.

And yet, there’s a whole other scarf universe that most people still haven’t met. It’s the undone, bohemian, off-duty side. It’s not pearl earrings and polite applause. It’s easy, relaxed, and yes, it can still be Hermès.

And there is one vintage scarf catalog that left me so inspired the other day, I knew I had to center this whole Substack around it.