Cariaggi. A Choreography of Cashmere. Visual campaign.
Cariaggi needed a film that could make the quality of its cashmere felt on screen. Softness, lightness and flexibility are familiar through touch. The challenge was to bring that sensation into an image.
fffilms.it developed the film around an encounter between dancers and large cashmere textiles. The fabric became part of the choreography, shaping the performance through its volume and the way it responded to each gesture.
Wrapped around the dancers, the textiles briefly held the shape of their bodies before opening into the air. Folds gathered and loosened. Air and gravity revealed the material’s character as it moved.
Slow motion gave these changes time to register. Even a small movement could fill the frame, allowing attention to settle on the cashmere as its shape changed.
Natural light revealed the texture within the folds. Against a grey background, the cashmere’s colours and changing forms held the attention.
Without narration, the film followed the rhythm of the performance. The edit gave gestures room to unfold, while sound supported the floating atmosphere. There was time to watch the fabric respond.
At Pitti Filati, this language continued into an exhibition booth designed by rack.agency. Rounded forms echoed the textiles on screen, extending the film’s softness into the space around it.
The experiment gave Cariaggi a way to communicate quality through an artistic experience. Cashmere held the centre of the film, with its softness shaping the performance and the way people encountered the brand.
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