Absolut Cashmere
More colors, fewer rules
The USP of Absolut Cashmere from France? A premium brand offering colorful cashmere at affordable prices. In this interview, brand manager Laurence Vignot explains how Absolut Cashmere sets itself apart from other suppliers.
Text: Nicoletta Schaper. Photos: Absolut Cashmere
Laurence, how does Absolut Cashmere stand out from other cashmere brands on the market?
Laurence Vignot, Brand Manager at Absolut Cashmere: With an exceptional product that is affordable, cool, and wonderfully colorful! More colors, fewer rules is our motto, and we have a strong personality, with bright colors, relaxed silhouettes, and a playful spirit. When we were founded in 2015, we were true pioneers, with oversized designs in bold, fluorescent colors. Today, our color palette includes around 30 shades.
Other collections have followed suit. How do you continue to stand out?
By constantly evolving. In the new season, feminine, ultra-soft shapes meet fine fibers such as brushed cashmere, cashmere-cotton blends, and lyocell. We are reinterpreting oversized styles, staying colorful, but also introducing deeper, timeless tones for a modern look. Our knit down jackets are brand new, featuring our signature softness and contemporary design.
Which markets are the focus?
We have a strong international presence in several countries, including strategically important markets such as Germany, Austria, and Switzerland. Since our launch, Absolut Cashmere has been very well received in these countries, where people appreciate adaptability, elegance, and an effortless, cool attitude that fits perfectly with our brand: versatile and stylish, but not formal.
What are the next steps?
We want to develop capsule collections, special editions, and collaborations to expand our expertise. Our entire vision is focused on sustainability. All growth should be responsible and in line with our values. We want to create emotional must-haves that truly touch our customers.
