Quince launches David Schwimmer red sweater campaign

Quince launched a holiday campaign starring David Schwimmer on November 9, pairing the actor with a new red cashmere collection and a story drawn from his Friends character’s most recognizable sweater moment. In the short, Schwimmer pursues a red sweater through New York City, only to find that other people, and even a dog, appear to have one.

The campaign, titled The Red Sweater, recalls the Season 8 episode The One With the Red Sweater, which aired in October 2001. In the episode, Ross Geller identifies himself as the father of Rachel’s baby when he recognizes a sweater left in her apartment. The campaign reverses the joke: Schwimmer is now chasing the garment, and another person tells him it is their dream sweater.

Quince’s Coulis Red collection launched alongside the campaign. The company listed a women’s oversized cashmere crewneck at $129.90 and a men’s crewneck at $69.90 in its U.S. collection. The short premiered on YouTube and Instagram, with additional versions planned for social media. Quince said the promotion would run in the United States, Canada and the United Kingdom, describing it as its first international, multichannel brand activation.