introducing edition 28: a total wardrobe of chic cashmere classics. street casted in the dynamic city of seoul, edition 28 of extreme cashmere is a love letter to the ease of summer. celebrating love, family and friendship, the series was photographed by dan mcmahon with a group of seoul locals.

intended to initiate unexpected encounters, the campaign was cast via an open call on our social media channels and co-ordinated with the help of a locally-based contact.

the campaign evolved organically as mcmahon and brand director wies verhoofstad travelled around the vibrant korean city by van. meeting charismatic individuals from all walks of life, the set-ups were diverse and deeply personal, ranging from a portrait of a couple in their favourite hotel room, to three generations of one family dressed up in cashmere in their grandmother’s café, an entrepreneur in his wine bar, and three best friends posing in our new collection in their studio.

continuing the tradition of exchange that is at the heart of extreme cashmere, everyone shared their stories with the team while wearing luxurious cashmere pieces from the new collection, designed to transcend time, style and genre. the result is a fashion campaign that functions as a social portrait of seoul, documenting heartwarming interactions and cross-cultural camaraderie.