PARIS—The legendary luxury brand Hermès last week unveiled a new scarf featuring the Armenian Alphabet to mark the 25th anniversary of the establishment of the Protestant-France-Armenia Solidarity (SFPA) and to be used for fund-raising for the charity’s efforts in Armenia, reported Jean Eckian of Nouvelle d’Armenie.

 

Hermès’s artistic director Pierre-Alexis Dumas unveiled the fashion house’s signature silk scarf, called “Lettres d’Erevan,” at an event at Petrossian Paris. Designed by Karen Pétrossian, the Armenian Alphabet scarf honors Mesrob Mashtots, creator of the Armenian alphabet.

The proceeds from the sale of this exclusive, limited edition creation will go toward humanitarian and cultural activities of SFPA in Armenia. The organisation was founded in April 1990 after the 1988 earthquake in Spitak.

SFPA President Janik Manissian thanked Hermès and designer Karen Petrossian for the creating and producing this unique and said the scarf will “support a very important and critical humanitarian effort.”

This is the second time that Hermès is supporting SFPA. It created another Armenian-themed scarf, Les Jardins d’Armenie (Gardens of Armenia), a decade ago.

“I’m charmed by the culture and perseverance of a nation that has undergone thousands of years of trials and tribulations,” Pierre Alexis Duma said.

The scarves will go on sale in April 2015 for 330 euros ($426).

Several French celebrities and press representatives were present at the event. Also attending the event were Armenia’s Ambassador to France Vigen Chitedjyan, Representative of the Nagorno-Karabakh Republic in France Hovhannes Gevorkyan, Primate of the Armenian Apostolic Church of France Bishop Norvan Zakarian, and Valerie Toranian, managing editor of Elle magazine in Paris.