Stella Maxwell, Taelor Thein Front Ethical, Sustainable Naked Cashmere Fall 2020 Campaign
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Models Stella Maxwell and Taelor Thein front Naked Cashmere’s Fall 2020 campaign. The sister act poses on location at Driftwood Farms on the tip of Long Island, New York called Orient Point in images by David Lipman.
“This is Naked like never before. Introducing NAKEDCASHMERE Fall 2020. From the softest cashmere cardigans to luscious matching sets, get ready for our best collection yet,” the brand states about its new collection.
The marketing message is noteworthy, as it makes no mention of the strong, sustainability message that is the DNA of the Naked Cashmere brand. FIRE the agency involved here because sensual and ethically-sourced is a far more important message than “get ready for our best collection yet”.
The Naked Cashmere website does a good job is selling more than light-hearted sensuality. It says:
How your cashmere is produced matters
Traceable cashmere relies on meticulous record keeping and full transparency from start to finish. If you aren't sure how your cashmere was sourced, make sure to ask. NAKEDCASHMERE sources only Traceable cashmere and by doing so is able to ensure three very important things
FAIR TRADE: 100% of our herders' harvest is purchased, regardless of potential ups and downs. Herder's are paid in advance, without terms, achieving better financial freedom and the ability to ensure regulated working conditions.
SUSTAINABLE: Our herders and factory-workers are educated on sustainability to exemplary standards. Our factories are key members and contributors on drafting the Animal Welfare standard for cashmere!
100% CRUELTY-FREE: Our free-roaming goats spend their winters grazing on the hills of Inner Mongolia, until molting season, when they follow their herders down for a once-a-year grooming. They are then hand-combed, which involves the gentle brushing of the goat's soft under coat, leaving the top coat in-tact, to protect them from wind, weather and sunburn.
It takes 3-5 goats to make one sweater. Read on at Naked Cashmere.
