Cashmere Origins. Following the Journey of Cashmere.

Expertise: Brand Films / Cashmere / Productions

Cashmere Origins was conceived to give Xinao a visual point of view of its own. The brief went beyond explaining where cashmere comes from. The film needed to give the company a distinctive way to present a material already associated with quality and luxury.

Its origins offered the starting point. The landscape, animals and early production carried a richness that could become part of the brand’s identity, giving Xinao something more specific to communicate than another statement about premium cashmere.

In Inner Mongolia, fffilms.it built a set directly in the desert to film portraits of the goats. The portraits brought the source of cashmere into the territory of art.

That approach continued into production. The fibre and its transformation became subjects for an artistic study, with attention to texture, form and movement. These sequences connected the making of yarn to the portraits and landscapes.

In Shanghai, the film was presented across 168 metres of LED surfaces. Its images became part of the environment in which Xinao welcomed its guests.

In Florence, it accompanied the company’s dedicated presentation during Pitti Filati, alongside the collections and meetings with an international industry audience.

The yarns remained the commercial focus. The film supplied the context around them, giving the origins of the cashmere a role in how the collections were introduced and discussed.

The project gave Xinao a visual language rooted in the cashmere itself. Used across its international presentations, the film made that language part of the company’s public presence. Its longer-term purpose was to build recognition around a particular way of seeing and presenting the material.

Black-and-white portrait of a long-haired goat against a dark background
Two young goats standing together against a dark background, photographed in black and white
Aerial view of a winding dry valley between rugged mountain ridges
Black-and-white close view of hands lifting loose pale fibres
Close view of the soft, uneven surface of pale fibres
Hands stretching a fine length of white fibre over a dark surface
White and warm brown lengths of fibre gathered in curved layers
White and brown fibres crossing in loose folds
Close view of pale blue fibres arranged in soft folds
Fine surface texture of pale blue fibres in overlapping folds
Pale blue fibres layered in parallel rows
Pale blue fibres coiled around the centre of a round container
Black-and-white close view of fine fibres beside upright metal guides
Black-and-white view of hands beside a wide band of pale fibres in textile machinery
Black-and-white close view of pale fibres forming a broad curved band in textile machinery
Black-and-white close view of fine dark strands gathered around a metal wheel
Black-and-white close portrait of a young goat against a dark background

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