'Soft is the new strong' is the latest tagline of French cashmere manufacturer Eric Bompard’s new brand positioning.
Created by BETC Luxe, the agency won the client after a pitch earlier this year.
The campaign consists of three stunning visuals, set to a Parisian backdrop and shot by photographer Clément Pascal.
A film has also launched for the campaign, directed by Gobert et Degove (the duo behind TV series The Returned), with a soundtrack signed by musical artists KCPK.