This noble material from the goats of the same name and known for its softness attracts people who have their own brand. Why this craze?
If the cosmetics sector is already very popular with celebrities looking for business, from the Kardashian family to Rihanna, through Ariana Grande and Selena Gomez, cashmere is also starting to attract stars.
Brad Pitt unveiled his own high-end brand this month and Gigi Hadid is following suit. The supermodel launches Guest in Residence, a line inclusive (from XS to XXL) and relatively accessible (from 250 euros public price cardigan).
Brad Pitt has launched God’s True Cashmere, mainly focused on warp and weft garments. With a very high-end positioning: his shirts cost between 1 650 and 1 970 euros. Her brand, initially confidential, was created with Sat Hari, one of her friends.
In the first collection, God’s True Cashmere offers colored shirts, plain shirts, tartan shirts, and pants with darts. The production is made in Italy and is part of a reasoned approach. To avoid mass production, the collection is only sold in limited editions.
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Nathalie Ruelle, professor at the French Institute of Fashion, confirms that homewear has been attracting investors since the global pandemic and explains: “With cashmere, these people identify with a luxurious and easy-to-wear material. Gigi Hadid brings her fashion guarantee to knitwear by proposing a range of nice colors and modern shapes, which is still missing in this market”.
Another, less recent example, Alexandra Golovanoff, former host of the show “La mode, la mode, la mode” broadcast on Paris Première, launched her eponymous cashmere brand in 2016. Her yarn comes from suppliers based in Italy and Scotland, but she has it made in Mauritius, where knitting is an ancient skill. “I often compare cashmere to smoked salmon,” she confides. “There’s some at Lidl and some at Petrossian, but their quality has nothing to do with it even though it has the same name.”
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Featured photo : © Guest in residence
