Today, affordable luxury fashion brand Quince unveils The Red Sweater, its first-ever hero film starring David Schwimmer as himself. The nostalgic 60-second film follows the actor on an increasingly absurd chase through New York City, where a seemingly endless parade of unexpected characters are all wearing the same thing: a Quince cashmere sweater in a striking new shade, Coulis Red.
David Schwimmer said, “When Quince came to me with this idea, I thought it was really funny – after all, a red sweater and I go back a long way. This time, I’m chasing the sweater, and somehow everyone else has one. Even the dog. They didn’t know this when they approached me, but I was already a huge fan of the brand. I don’t understand how they make such great quality stuff at the prices they offer. And I loved how they found such a clever way to have some fun with it.”
For Quince’s first celebrity-led campaign, the film pairs Schwimmer’s unmistakable comedic sensibility with one of the brand’s most recognisable products. Although the premise of the short film is playful, the idea behind it is quintessentially Quince: exceptional quality should be for everyone.
“Quince started with a $50 cashmere sweater and a simple belief: everyone deserves access to exceptional quality. That belief hasn’t changed, but the way we tell our story is evolving,” said Antonieta Moreland, VP, Brand, Quince. “We wanted to bring some humour and joy to the holiday season, and David was the perfect partner. He’s genuinely funny, deeply collaborative, and was already a fan of Quince long before this campaign came together.”
Quince was founded in the US in 2019 and recently launched in the UK. The brand challenges the longstanding assumption that exceptional materials and craftsmanship had to come with traditional luxury markups. Launched with a $50 Mongolian cashmere jumper and seven iterations later, the bestseller remains one of the brand’s clearest expressions of the commitment to making exceptional quality accessible.
The Red Sweater builds on this legacy and the new Coulis Red colourway is available across a selection of Quince’s 100% Mongolian cashmere styles from the 9th November on Quince.com and in the Quince app. The assortment includes:
- Women’s 100% Mongolian Cashmere Oversized Crewneck Sweater: £110
- Men’s 100% Mongolian Cashmere Crewneck: £60
Premiering on Monday 9 November, The Red Sweater represents Quince’s most expansive integrated brand campaign to date and its first major activation across owned, earned, and paid channels.
The campaign debuts with the hero film on YouTube and a collaborative Instagram post from David Schwimmer (@_schwim_) and Quince (@onequince), supported by shorter edits across social and digital media. The campaign will also appear across Quince’s website, app, email, and social platforms, with paid media running in the United Kingdom, United States and Canada.
As Quince continues to expand across categories and international markets, the campaign represents an evolution in its brand storytelling: building on the quality, value, and accessibility that established its reputation while creating new opportunities for consumers to connect with the brand through culture and entertainment.
