News

Merino wool in Italian Vogue

31 August 2012

The Woolmark Company has been working with the Italian men’s version of Vogue, L’Uomo Vogue, on a fashion photo shoot of Merino wool-rich pieces from the autumn/winter 2012/13 collections of 10 well-known international menswear and womenswear fashion brands.

A Salvatore Ferragamo creation made from Merino wool, as seen in Vogue Italia
A Salvatore Ferragamo creation made from Merino wool, as seen in Vogue Italia.

The brands are Thom Browne, Dolce & Gabbana, Salvatore Ferragamo (pictured), Givenchy, Marc Jacobs, Donna Karan, Lanvin, Missoni, Diane von Furstenberg and Alexander Wang. Each of the brands has provided quotes, endorsing wool, that accompany the photos.

Images from the photoshoot are being featured in a new 102 page book titled An Extraordinary Matter, the Art of Merino which is being inserted as a supplement into the September edition of L’Uomo Vogue.

An abstract of the book featuring some of the fashion brand images is being inserted into the September edition of L’Uomo Vogue and Vogue Italy. The book will be also distributed by The Woolmark Company at the fashion and textile trade shows the company attends during September and October.

The book is split into two parts. The first section explains the origin and attributes of Merino wool and Merino fabrics, plus the Woolmark brand, through a visually and emotionally stunning combination of images.

The second section presents the interpretation of wool by the 10 top international designers told through the powerful language of fashion photography and personal quotes from each of the designers, in the best tradition of the “Vogue system”.

This initiative is branded under the banner of The Woolmark Company's global marketing campaign ‘Merino. No Finer Feeling™’.

Vogue has also arranged a photographic exhibition about wool to be exhibited during Milan Fashion Week later this month.

The Marketing Director of L’Uomo Vogue Stefania Vismara said, “Our purpose was to create a true “art book”, something unprecedented, to collect, show, draw inspiration from and above all to propel the designers towards an even greater use of this material, as told in a “language” – that of image – they truly understand.

“I would like to stress how happy we are with the result, which exceeded our expectations. In light of this, we would like to first and foremost thank The Woolmark Company for its most precious collaboration.”

More information: www.vogue.it