CLOSE TO HOME: NakedCashmere is staying in for fall
The Los Angeles-based cashmere house has tapped Charlotte McKinney to front “Boudoir,” the opening chapter of its fall/winter 2026 campaign, “Close to Home,” a four-chapter series shot entirely within the city NakedCashmere calls home rather than the far-flung locations that have anchored past seasons.
McKinney, the actress and model, was photographed inside a chateau in the Hollywood Hills for the chapter, draped in gossamer-weight knits and lace-trimmed silk robes worn as sets or split apart and layered into evening looks, pearls picked up and set back down between frames. The brand is positioning the imagery as unstaged rather than styled — a woman, in NakedCashmere’s own framing, with nowhere to be.
“Los Angeles has always shaped the way we think about luxury — not as something formal, but as something lived in,” said Patti Cazzato, chief executive officer of NakedCashmere. “Close to Home is a return to that idea, and the opening chapter sets the tone for everything that follows.”
The campaign marks a swing back toward the brand’s own backyard. WWD reported in 2021 that NakedCashmere shot its October campaign, starring Jasmine Tookes, in upstate New York, with that season’s collection drawing on Jane Birkin’s archive rather than the label’s Los Angeles roots. “Close to Home” reverses that logic: each of the four chapters is set in a different room, street or corner of Los Angeles that NakedCashmere says it already belongs in, with “Boudoir” billed internally as the brand’s most overtly Los Angeles-rooted campaign to date.
McKinney becomes the latest face in a run of campaign talent that stretches back to Peter Lindbergh’s shots of Kate Moss for NakedCashmere’s 2016 launch, a roster that has since included Irina Shayk, Candice Swanepoel and Camila Morrone, with Rumer Willis most recently signing on for a maternity capsule shot by Zoey Grossman. The steady cadence of celebrity casting continues under Cazzato, who joined NakedCashmere as chief executive officer from Victoria’s Secret in 2023 and has pushed the brand upmarket since its 2022 acquisition by Naga Group. Cazzato has said she is building out relationships with luxury retailers and exploring pop-up opportunities to complement NakedCashmere’s direct-to-consumer base, which remains concentrated in the U.S. despite growing international demand.
Chapters two through four of “Close to Home” are expected to roll out through the season at Nakedcashmere.com.
Images Courtesy of Nakedcashmere
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The Creative Vision Behind Boudoir
The intimacy of “Boudoir” is deliberate, extending beyond casting into the choice of location and the visual language used to capture it. NakedCashmere selected a private residence in the Hollywood Hills rather than a studio, a decision the brand says was central to the campaign’s premise. The chateau setting, with its soft natural light and lived-in interiors, was chosen specifically to avoid the polish of a traditional set.
The imagery favors natural movement over posed composition. McKinney is shown mid-motion, adjusting a robe or reaching for a strand of pearls, rather than holding a fixed stance for the camera. This approach reflects a broader shift in luxury advertising, where brands increasingly favor documentary-style photography that reads as candid rather than constructed.
A Departure From Traditional Campaign Staging
NakedCashmere has described “Boudoir” internally as a rejection of the formal campaign shoot in favor of something closer to a private diary. The knitwear and silk pieces are worn the way a customer might actually wear them at home, layered, undone, or repurposed as evening wear, rather than presented as static product shots. That distinction matters to a brand built on the idea that cashmere is meant to be lived in, not preserved.
NakedCashmere's Position in the Luxury Cashmere Market
Founded in Los Angeles and now operating under Naga Group’s ownership since 2022, NakedCashmere has spent the past several years repositioning itself within the crowded luxury knitwear category. Under chief executive officer Patti Cazzato, the brand has moved away from a purely direct-to-consumer model and toward a more diversified retail strategy, one that includes relationships with select luxury retailers and consideration of pop-up formats in key markets.
This shift comes as competition in premium cashmere intensifies, with legacy European houses and newer American labels alike vying for a customer who increasingly expects both quality and cultural relevance. NakedCashmere’s continued investment in celebrity-fronted campaigns, from Kate Moss at launch to McKinney today, reflects an understanding that in this category, image and narrative carry as much weight as the garments themselves.
For a global, multilingual audience following American fashion from abroad, NakedCashmere’s Los Angeles identity offers a point of differentiation from the New York and European houses that dominate much of the luxury conversation, positioning the brand as a distinctly West Coast interpretation of quiet luxury.
What to Expect From the Remaining Chapters
With “Boudoir” establishing the tone for “Close to Home,” attention now turns to how NakedCashmere will carry the concept through the remaining three chapters. The brand has indicated that each installment will center on a distinct Los Angeles setting, moving beyond the private interior of the opening chapter into other corners of the city that inform its identity.
While casting for chapters two through four has not been formally announced, the brand’s recent pattern, drawing from film, modeling, and cultural figures with genuine ties to Los Angeles, suggests the roster will continue in a similar vein. Given the maternity capsule shot with Rumer Willis and Zoey Grossman earlier in the year, NakedCashmere has also shown willingness to fold thematic capsules into its broader campaign calendar rather than treating each release as a standalone moment.
Followers of the brand can expect the full “Close to Home” series, along with accompanying product drops, to roll out in stages through the fall and winter season on NakedCashmere’s website.
