Oftentimes the apps created by big fashion brands aren't all that inspired. But the one Hermès' just released, called Tie Break, takes some chances and proves to be far more entertaining than some simple e-commerce experience.
Instead of simply creating a mobile shopping platform for its men's neckwear, the brand used its ties and scarves as the inspiration for a series of arcade games, comics, and engaging GIFs. There's even a section that will teach you how to accomplish various knots.
When you open the app (which became available for iOS and Android phones today) you'll be greeted with a tie. Pull downward on it to release a range of fun ways to pass the time: sometimes you'll get a witticism like "It is a universal truth that a new tie inevitably attracts food," or a mesmerizing loop of models wearing Hermès scarves.
So far our favorite diversion has been Make It Plane, a game in which you turn the jets flying across the screen into birds with a tap. But be careful: there are also birds shaped just like the aircrafts flying in the same direction, and tapping on any of them will shoot them out of the sky.
Perhaps the best thing about this app is that it puts that kind of fun upfront; it doesn't insist that you buy something once you're done being mesmerized by GIFs or learning how to tie a reverse knot. It will, of course, send you to Hermès' online store—but if you're not quite ready to pull the trigger on a $1,175 silk scarf because you're distracted by a wise saying about ties, that's perfectly OK.
—Details associate online style editor Justin Fenner.