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Begg X Co Unveils “Dancing With The Elements” Campaign

Luxferity, 20.06.2025

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Woven from 8km of the finest gossamer cashmere, the Wispy scarf is responsibly crafted in Scotland using a patented technique exclusive to Begg x Co.

Begg X Co Unveils “Dancing With The Elements” Campaign

Inspired by the fluidity of dance, Scottish photographer Alex James-Aylin captures the Wispy scarf’s weightless elegance in motion, as it becomes a natural extension of Australian-born ballet dancer Amelia Townsend, a member of a prestigious English ballet company.

Begg X Co Unveils “Dancing With The Elements” Campaign

Just as a ballerina’s movements are shaped by the music, the Wispy scarf responds to the elements, flowing in the wind, catching the light, and moving like poetry in motion. Set against cinematic Scottish landscapes, the images highlight Begg x Co’s heritage while embracing bold, expressive colours.

Begg X Co Unveils “Dancing With The Elements” Campaign

From the delicately sized Wispy square to the new generously proportioned Large Wispy, Begg x Co expands the collection this season, offering a rich palette of colours and endless styling possibilities that transcend seasons and occasions.

Begg X Co Unveils “Dancing With The Elements” Campaign

Begg X Co Unveils “Dancing With The Elements” CampaignBegg X Co Unveils “Dancing With The Elements” Campaign

Begg X Co Unveils “Dancing With The Elements” CampaignBegg X Co Unveils “Dancing With The Elements” Campaign

Begg X Co Unveils “Dancing With The Elements” CampaignBegg X Co Unveils “Dancing With The Elements” CampaignBegg X Co Unveils “Dancing With The Elements” Campaign

Begg X Co Unveils “Dancing With The Elements” CampaignBegg X Co Unveils “Dancing With The Elements” CampaignBegg X Co Unveils “Dancing With The Elements” CampaignBegg X Co Unveils “Dancing With The Elements” Campaign

Begg X Co Unveils “Dancing With The Elements” CampaignBegg X Co Unveils “Dancing With The Elements” CampaignBegg X Co Unveils “Dancing With The Elements” Campaign

Begg X Co Unveils “Dancing With The Elements” CampaignBegg X Co Unveils “Dancing With The Elements” Campaign