Persephone is an imagined premium cashmere brand that reimagines the category through a world that is bold, vibrant, playful, and anything but traditional. From the logo to the visual identity, every element brings an unexpected energy to luxury knitwear, while the campaign exists entirely within a world made of cashmere, where landscapes, interiors, objects, and characters are all imagined in the same impossibly soft material. At the heart of this world are six characters, each with their own story and distinct sense of style: Elizabeth, the hopeless romantic; Robin and Andrew, a stylish older couple still madly in love; Darius, left regretful after messing things up with his girlfriend; Isabel, a corporate baddie who trades the boardroom for the countryside; and Zia, who moves to London to get her groove back. Together, they create a rich, cinematic universe that turns cashmere into something far more expressive, youthful, and culturally relevant.