extreme cashmere Celebrates Manufacturing Heritage with Shanghai Fashion Week Installation
October 19, 2024
Luxury knitwear label extreme cashmere showcased its "Made in China" installation and campaign during Shanghai Fashion Week, highlighting the brand's commitment to creating inclusive cashmere garments for all bodies and occasions.
"Hangzhou is the reason extreme cashmere exists," explained founder Saskia Dijkstra. "'Made in China' often has negative connotations, but I've been travelling to these factories for 30 years and knew it was time to tell the story of what that label means to us."
The campaign, photographed by Dan McMahon in Hangzhou, featured factory partners alongside street-cast locals representing diverse ages and backgrounds. Notable participants included longtime factory collaborators Lai Ming Munand Ye Liyan, 75-year-old tea farmers Mr. and Mrs. Sun, and 7-year-old roller skater Zhang Xinya.
Styled in extreme cashmere's signature knits alongside their personal wardrobes, the campaign celebrated both the brand's high-quality unisex designs and the community behind their creation. The presentation, marking extreme cashmere's first Chinese event, ran from October 11-13 in Shanghai, showcasing campaign imagery alongside tactile product displays.
The Amsterdam-based label's connection to China spans decades, with Dijkstra's manufacturing experience in Hong Kong leading to the brand's 2016 launch and ongoing collaboration with Hangzhou factories.
