In the vein of Dove’s Real Beauty campaign, Malo Cashmere has used what it calls ‘ordinary people’ to model its autumn–winter 2022–3 collection, dubbed Authentic Charme.
The Florentine house wanted a natural look to show off its latest collection, emphasizing that this season’s offerings are multi-purpose, suiting all occasions and body shapes. It also wanted to convey that it’s about well-being over appearance.
The garments are, of course, in cashmere, worked by artisans as they have done for the 50 years of the company, and alpaca, virgin wool, and silk.
‘With this new collection we want to sublimate the enchantment of natural charm. This is why we have chosen ordinary people who, with their peculiar uniqueness, interpret our way of understanding fashion. A fashion that goes beyond the trends of the moment and becomes the mouthpiece of a timeless class, placing the preciousness of the yarns and the fine manufacturing at the centre of everything. Timeless style garments, characterized by sophisticated luxury and eternal elegance. A tribute to natural charm, to an idea of fashion that has always represented innovation and high quality,’ said the company in a release.