Extreme Cashmere's new summer campaign is a love letter to Naples A celebration of summer and the neapolitan spirit

To celebrate the arrival of summer, Extreme Cashmere chose Naples as the setting for its latest seasonal campaign. The brand crafted a collective portrait of the city by turning to the voices of those who live it every day. Between sun-drenched alleyways, squares illuminated by the evening light, crowded beaches and rocks still warm from the sun, locals were invited to share thoughts, memories and feelings associated with the arrival of the summer season: the scents that announce its beginning, their love for Naples and what they wish the rest of the world truly understood about their city.

Through the photography of Josefine Seifert, the brand documented the many forms of family that shape Naples' social fabric: biological families, but also those built over time through friendships, shared habits and common places. The images move between tables set in neighbourhood taverns, mornings spent at local markets, afternoons by the sea and moments of domestic everyday life, creating an intimate portrait that captures the city's most authentic spirit.

The cast reflects the diversity that defines the city itself: a young family, friends who have shared decades of history together, a grandmother who preserves the city's collective memory, a local shopkeeper and a group of young women spending their days between the sun and the sea. Different figures who, together, create a human mosaic capable of expressing the soul of Naples in its most spontaneous and vibrant form.

The campaign stands as a true love letter to the city and a tribute to its rhythms, its communities and that precise moment of the year when Naples seems to expand alongside the lengthening days. As the heat returns to fill the streets, the sea becomes a daily gathering place and wardrobes grow lighter, making room for an effortless and relaxed aesthetic. A celebration of summer's arrival, told through the eyes of those who call Naples home and who naturally succeed in capturing its truest spirit.