News

Merino wool in Vogue Paris

11 September 2013

France continues to remain at the forefront of The Woolmark Company’s marketing of Merino wool, with the renaissance of the fibre firmly making its mark in the birthplace of fashion’s chic womenswear industry.

Pages from the feature in the September edition of ‘Vogue Paris’ promoting Merino wool.
Pages from the feature in the September edition of ‘Vogue Paris’ promoting Merino wool.  Click here to visit the Vogue microsite.

The French edition of Vogue, Vogue Paris, has collaborated with four internationally renowned fashion designers, as part of The Woolmark Company’s Merino Wool. No Finer Feeling™ fibre advocacy campaign, to include a special eight-page feature on Merino wool in the September issue of the magazine.

The feature, titled Wool Look – the fibre of fashion, illustrates unique and inspiring interpretations of Merino wool by designers Sonia Rykiel, Jean Paul Gaultier, Nina Ricci and Chloé.

The promotion has been designed for cross-media distribution, having been launched online by Vogue in a microsite at http://en.vogue.fr/woolmark2013 on the same day the September issue hit the newsstands. The microsite takes you behind-the-scenes of the photo shoot and features exclusive interviews with the designers.

In his interview Jean Paul Gaultier provides an insight into his thoughts on Merino wool and how the fibre’s natural properties make it both sensual and sophisticated.

The Woolmark Company’s Chief Strategy and Marketing Officer Rob Langtry said this year’s feature in Vogue Paris followed on from a similar feature last year, which showed that The Woolmark Company is serious about re-engaging with the country so influential in the fashion industry.

“The Woolmark Company’s feature in last year’s September issue of Vogue Paris set the bar for high calibre designers to join in the collaboration and endorse the Merino Wool. No Finer Feeling™ campaign,” Mr Langtry said.

“We are delighted to see Jean Paul Gaultier return for the 2013 special feature, and the inclusion of Sonia Rykiel, Nina Ricci and Chloé highlights the intrinsic connection between the global fashion industry at the highest level and the Woomark brand.

“France remains perhaps the single most influential flagship market for women’s apparel – it is home to the brands that set the luxury goods trends and drive fashion.”

The five-year global Merino Wool. No Finer Feeling™ campaign aims to inform a new generation of consumers – and the fashion community – about the natural attributes and benefits of Merino wool.

The campaign establishes Merino wool as the fibre of choice for fine, contemporary fashion.

“The campaign most recently has been directed towards advocacy of the fibre through a presentation of the fibre story and commercial product by leading fashion apparel brands,” Mr Langtry added.

“The campaign has also moved from a more traditional display format to an advertorial format, and from the use of traditional media to an increased use of rich digital and social media. It is clear from the growth in partner participation rates the advertorial approach is our future direction and is likely to generate greater impact and stronger demand growth.”

Read more here.