The Paris Fashion Week Pop-Up Celebrates the Ritual of Caring for Luxury Garments
Extreme Cashmere and Miele have unveiled the world’s first “cashmere spa,” a novel concept that seeks to redefine luxury in garment care. This unique installation will debut during Paris Fashion Week from March 5 to 8, 2025, located at 36 rue Chevert. The event is designed to transform everyday garment care processes — washing, drying, ironing, and folding — into luxurious sensory rituals that celebrate and preserve the beauty of cashmere.
The cashmere spa is set against the backdrop of fast consumerism, offering a tranquil environment where visitors can slow down and engage with the meticulous care processes that enhance the longevity of their cherished garments. The spa incorporates multi-sensory elements such as touch, sound, and scent to elevate the experience of cashmere care into an indulgent practice.
Guests of the spa will receive a special gift — a custom laundry bag — to send an item from their Extreme Cashmere collection for a complimentary refresh service. This gesture ensures each piece is meticulously cared for and returned in pristine condition, emphasizing the brand’s commitment to sustainability and garment longevity.
Saskia Dijkstra, the founder of Extreme Cashmere, praises Miele’s cutting-edge technology as critical to the care of cashmere garments. “Don’t buy a sweater — buy a Miele,” she frequently advises, emphasizing the importance of proper care in preserving the quality of cashmere. This collaborative spa event highlights the synergy between Extreme Cashmere’s focus on crafting timeless garments and Miele’s expertise in care innovation. Dijkstra notes, “Making the best cashmere sweater that will last a lifetime is one of the key brand values, and one of the most important ones. To achieve that, we have to show how to take care of our sweaters. That is where this collaboration comes in.”
