Jeanswest has launched a new collection of women’s and men’s premium Woolmark-certified knitwear as part of its new Autumn/Winter campaign.
Working with The Woolmark Company demonstrates Jeanswest’s continued commitment to increasing their premium category in conjunction with traceability and transparency in relation to its sourcing while supporting the Australian wool industry. The Woolmark logo is one of the world’s most recognised and respected brands, providing assurance of the highest quality, which was very important to Jeanswest.
“The Woolmark association brings with it the highest level of quality and integrity, so our customers can be assured they are purchasing superior, premium knitwear that will last the test of time,” said Jeanswest General Manager of Product, Adam Lloyd.
“We are passionate to tell the story behind our collections and working closely with The Woolmark Company provided us the opportunity to trace where the wool originated from for our new AW16 Woolmark range as well as shoot our campaign on a wool-growing property; for us, this reflected our commitment for complete transparency and traceability within our business.
The campaign, shot by renowned fashion photographer Steven Chee, took place at Benangaroo Station, owned and operated by Michael & Angela Field. The Field’s daughter, international model Stephanie, returned to Australia from her NYC residence and faces the new Jeanswest campaign on her family’s property.
Michael, Stephanie and Angela Field at their property, Benangaroo Station NSW
Shooting on her family’s farm was a first for Stephanie: “Being able to share where I grew up with the rest of the crew was such an incredible experience, it made me feel proud of who I am and where I come from. It’s not often you have the luxury of shooting in the comfort of your own home,” explains Stephanie. “I love the quality of Australian wool and Merino wool; it keeps you warm and is also very sustainable. I think it is so important as Australians we keep promoting Merino wool as it plays such a huge part in the Australian economy, plus it will make my Dad happy.”