Donna Karan New York is relaunching its quintessential Cashmere Mist eau de parfum fragrance with a new campaign featuring top runway star Imaan Hammam. Originally released in 1994, the campaign, which kicked off today, gives the classic fragrance a contemporary twist. Cashmere Mist was created to evoke the feel of cashmere against bare skin, according to the brand.
Photographed by Swedish fashion photographer Mikael Jansson, campaign co-creator Trey Laird told WWD that it is a tribute to the “spirit” of the original. “We revisited the Stockholm Archipelago, where the first Cashmere Mist campaign was shot over 30 years ago, capturing that same ethereal, sensual beauty but with a modern lens.”
Hamman described modeling as the new face of Cashmere Mist as an honor. “This is a fragrance with a true legacy, one that has been loved for generations,” she told WWD exclusively. “To represent a scent that has earned its place in the Fragrance Foundation Hall of Fame is incredibly exciting. I love that this campaign celebrates its history while introducing it to a new audience. It’s about confidence, sensuality and embracing your power — qualities that I resonate with deeply.”
Imaan Hammam for Donna Karan New York Cashmere Mist eau de parfum.
Jeff Goldfarb, executive vice president, G-III Apparel Group, said that “Imaan perfectly embodies Donna Karan New York’s timeless spirit, making her the ideal for this campaign. Following her standout roles in spring and fall 2024, it was a natural decision to feature her as the face of this iconic fragrance.”
Laird added that in today’s landscape there’s a “desire for timeless scents that provide both comfort and sensuality. In an era where people are redefining what luxury means to them, Cashmere Mist stands as a true icon that seamlessly fits into modern lifestyles while retaining the essence that made it beloved for decades.”
The fragrance is housed in a dramatic glass vessel designed by Donna Karan’s late husband, the sculptor Stephen Weiss, intended to reflect the feminine contours of the female physique.
The fragrance consists of top notes of Italian bergamot, lily of the valley and orchid flowers; middle notes of heliotrope, Moroccan jasmine, ylang ylan, and base notes of sandalwood, amber, vanilla, cedarwood, patchouli and suede accord.
Available at Macy’s, Sephora, Ulta Beauty and Amazon, Donna Karan Cashmere Mist eau de parfum comes in sizes ranging from 1.0oz/30ml at $78 to 3.4oz/100ml at $130.
