The latest campaign video from Madeleine Thompson

“It all began with a humble beanie.”

Who is Madeleine Thompson? Her childhood was divided between Hong Kong and London which has resulted in an eclectic set of influences for knitwear designer, Madeleine. After working in the buying department at Hong Kong’s Lane Crawford and next as a designer at Seibu, Madeleine began her own label. 

In 2006, after struggling to find a beanie in stores with the right mix of slouch and elegance, Madeleine designed herself a cashmere one. Friends began asking her to copy it for them and before long the word had spread and the Madeleine Thompson beanie was seen on Sienna Miller and Agyness Deyn. However, it wasn’t until a Vogue editor asked Madeleine where they were stocked (they weren’t) that she realised she might have a business. Today Madeleine Thompson can be found all over the world. 

The brand produces three womenswear collections each year, all of which are knitwear, predominantly cashmere. They have collaborated on limited edition pieces with partners as diverse as Penguin Books, Liberty and Cathay Pacific. The clothing has also been seen on celebs from Samantha Cameron to Lily Allen to a certain future queen!

Madeleine has a singular vision: to create clothing that enables the ultimate off-duty elegance. As she says: “My focus is on elegance and simplicity while still looking fresh, never fussy. I like to experiment with different textures and of utmost importance of course, is the feel of the fabric against the skin. Being comfortable is something that I put huge emphasis on as a designer.”

Her latest campaign video for the spring 2014 collection is quite edgy and a bit raunchy. You truly get a feel for the luxuriousness of Madeleine’s collection through this video. But what inspired her to film it in LA? “With the ongoing trend for sports luxe and the sweatshirt shape continuing to be the must-have style, I thought it would be a good juxtaposition to have luxurious and high quality cashmere shot with the edgier look of the LA surf scene.”

Jenny Rodgers

So, if you loved the campaign video and want to see more, head over to Madeleine’s website now and purr over all the beautiful goodies she has.  

Watch Madeleine Thompson’s SS14 campaign video here: