The World’s First Wellness Spa for Cashmere – where can you find that? Paris Fashion Week (March 3-11, 2025) provided the perfect setting for an unusual brand staging and partnership. In Paris, it was premium kitchen appliance manufacturer Miele and cashmere brand extreme cashmere. As part of the fashion week, they created the world’s first wellness temple for cashmere textiles. Visitors were able to find out how to properly care for the valuable wool fabric and experience Miele products live in action.
From March 5 to 8, 2025, 36 Rue Chevert in Paris was transformed into a unique retreat. Amid the bustling Paris Fashion Week 2025, premium manufacturer Miele, in collaboration with the cashmere brand extreme cashmere, celebrated the world’s first spa dedicated to high-quality cashmere textiles.
Accompanied by gentle sounds, enveloped by delicate fragrances and the haptic experience of the finest fabrics, laundry care in the world’s first Cashmere Spa became an experience for the senses. Eight washing machines, dyed in the color "tea rose", were used in the event area of Miele and extreme cashmere.
During Paris Fashion Week 2025, the laundry care installation showcased everyday care routines like washing, drying, ironing, treating, and folding laundry in five steps, all designed to perfectly preserve cashmere textiles. The washing was done in Miele washing machines, which, with their special gentle drum, allowed the cashmere to glide over a thin film of water. Visitors to the Cashmere Spa received valuable tips and tricks on how to properly clean and preserve the softness of cashmere long-term.
Andreas Wieser, Director of Brand Management at Miele, said ahead of the Paris Fashion Show about the project: "The partnership with extreme cashmere gives us the opportunity to present the Miele brand in a new way. The basis for this is our mutual passion for quality. A timeless value in a new guise."
Editor’s note: This project shows how an attractive side event can be used as part of a high-reach fashion event such as Paris Fashion Week to draw attention to a specific brand and its particular areas of expertise. Miele x extreme cashmere achieved this with an intriguing name ("Cashmere Spa"), the announcement of a world first ("the World’s First Cashmere Spa") and the immersive character of the installation. Every strong brand thrives on strong "proofs of benefit", i.e. visible and tangible evidence of the claimed quality and performance of the products. The World’s First Cashmere Spa in Paris provided the perfect opportunity for this.
Cover Image: In the context of the Paris Fashion Week 2025, Miele and extreme cashmere presented their unique Cashmere Spa. (Photo: Miele / Copyrights: Miele & Cie. KG)
Related Topics: Paris Fashion Week 2025, World’s First, Cashmere Spa, Miele, extreme cashmere, brand collaboration, trade show appearance, creative brand presentation, Proof of Benefit, product demonstration, product demo, product presentation, cashmere care, cashmere maintenance, care tips, Event-within-an-Event, side event, immersive brand experience
Summary: Special Event at Paris Fashion Week 2025 – Miele and extreme cashmere celebrated the World’s First Cashmere Spa.
Please note: This text was translated from the German EventMasterBook.de Event Magazine (see article: Kaschmir Spa von Miele und extreme cashmere). Please excuse any translation errors.
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