Absolut Cashmere
Normal is boring
While others are getting louder, Absolut Cashmere takes a subtle approach. Brand Manager Laurence Vignot talks about the new collection, the economics of trust, and what she values in D-A-CH retailers.
Text: Nicoletta Schaper. Photos: Absolut Cashmere
The new spring/summer collection is titled "Reinvented Authenticity." How does this return to the essentials manifest itself?
Laurence Vignot, Brand Manager: Iconic styles are reimagined with sensitivity. They retain their power while becoming lighter, softer, and more free-spirited. The color palette unfolds like an emotion: powdery pastel tones in dialogue with sun-kissed shades. We were inspired by golden sandy beaches, leisurely strolls, and moments of weightlessness. This sense of escape never loses touch with everyday life. Even cashmere joggers are reinterpreted in shades that brighten without overpowering. Linen, fine cashmere, and natural fibers come together to form a collection that offers understated luxury and comfort.
Our magazine is currently focusing on “The Economics of Trust.” What does trust mean in the cashmere business?
Over 30 years of expertise within a cashmere group, and more than a decade with Absolut Cashmere. Our legacy is rooted in craftsmanship and people. We remain committed to loyalty—to our suppliers, agents, and partners. We build relationships and grow together. True success is a collective effort.
You're focusing more on the D-A-CH region. Why there in particular?
We’re impressed by the shopkeepers’ approach: They take their time, examine items carefully, and ask about the feel and craftsmanship. They don’t just chase every trend—and that suits us. And then there are the customers, who can immediately sense the difference between a solid piece and an exceptional one.
What are you most looking forward to this season?
Here’s to the connections we’ll make. We’re strengthening our international presence and returning to Scoop London, Who’s Next Paris, White Milano, and Preview Netherlands. Reuniting with our partners is a joy in itself. And here’s to the reactions to our colors: they are at the heart of our identity.
