Extreme Cashmere x Miele Spa Paris
From March Extreme Cashmere and Miele hosted the Cashmere Spa in Paris at 36 Rue Chevert, redefining luxury garment care through an immersive experience. Guests received complimentary cashmere refresh services, with garments professionally cleaned using Miele’s advanced washing technology.
The space featured custom pink Miele washing machines, designed to preserve cashmere’s softness and durability. Live demonstrations covered washing, ironing, and pilling prevention, addressing common fabric care misconceptions.
Extreme Cashmere founder Saskia Dijkstra emphasized that “Cashmere loves water,” challenging the belief that dry cleaning is necessary. The event promoted mindful fashion consumption by encouraging proper maintenance for garment longevity.
Strategic notes
The Extreme Cashmere x Miele in Cashmere Spa collaboration turned garment care into a premium, sensory experience, showcasing both brands’ expertise. Through hands-on activations and live demonstrations, the collaboration highlighted sustainability, durability, and long-term value as an alternative to fast fashion.
