Wild About Cashmere
For 'The Partners'

Saks Fifth Avenue is one of the most famous retail destinations in New York and with a further outlets across 22 states, a major American retail brand. Saks wanted to run a large scale promotion of luxury cashmere items and approached The Partners for a name and campaign idea that would capture the imagination.

Inspired by cashmere goats, we developed a concept that would drive customers ‘Wild About Cashmere’. 

My brand identity and campaign concepts featured naughty goats taking back control of their cashmere. I art directed the photography of a bunch of real life naughty cashmere goats for creation of the key Wild About Cashmere campaign image and oversaw its production. Goats then ran wild across advertising, in brochures and at PR events, in windows and in store, over packaging, at point of sale, and in exclusive products. The promotion was implemented at 57 US stores and won several industry awards including ‘Gold’ at the New York Festivals Awards.

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Project summary

Brand identity
Art direction
Window display
In store design
Point of sale
PR events


New York Festivals 2006 – Gold

Design Week Benchmarks 2006 – Commended

Design Week Awards 2006 – In Book

Wild About Cashmere Campaign

The glamourous photoshoot in Leighton Buzzard