David Schwimmer holding Quince’s red sweater.
Quince only arrived in Canada in January 2026, and its biggest campaign yet happens to be built around the one colour this country has been wearing proudly since long before it was in style. The Red Sweater, the brand’s first hero film, stars David Schwimmer and runs across paid, earned and owned channels in the U.S., Canada and the U.K., backed here by a dedicated Canadian media buy.
The 60-second spot follows Schwimmer on an increasingly absurd chase through New York City, where everyone seems to have Quince’s Mongolian cashmere sweater in its new Coulis Red colourway except him. The film debuts on YouTube and in a collaborative Instagram post with Schwimmer, and the campaign spans connected TV, digital and paid social. More creative will roll out across Quince’s website, app, email and social channels through the holiday season.
For Quince, the campaign marks a shift in how it markets itself, moving past product-led storytelling to build cultural relevance and brand recognition in a crowded retail market.
“Since launching in Canada earlier this year, we’ve been focused on introducing Canadians to what makes Quince different. Bringing our largest brand campaign yet to this market is an exciting next step in that journey. It’s an opportunity to reach new audiences, build greater familiarity with Quince, and show that while we’re serious about exceptional quality and value, we don’t take ourselves too seriously,” said Bertilda Fernandes, Head of Marketing for Canada at Quince.
Schwimmer came to the campaign as a longtime Quince customer. He was wearing one of the brand’s sweaters during his first conversation with the team, and he stayed involved from script development through the final edit. “It’s funny how much attention one sweater can get,” he said. “But I have to say, this one’s worth talking about. It’s incredibly soft, it’s beautifully made, and it’s the kind of thing you want to keep wearing. Which, I suppose, is the whole point of finding your dream sweater.”
The Red Sweater collection is available now on quince.ca and the Quince app, bringing Coulis Red to a selection of the brand’s cashmere pieces, including a women’s oversized crewneck at $165 and a men’s crewneck at $85.
