Alexander Wang photographed by Annie Leibovitz.
Wang will include Merino wool pieces in his namesake brand’s Fall/Winter 2013 collection and champion the benefits of Merino wool as a luxury fibre.
“I have used Merino wool since I first started designing so collaborating with Woolmark was a natural fit for me,” said Alexander Wang. “Wool has strong environmental credentials, and it feels modern, and relevant.”
For the two season partnership, select pieces of Wang’s Fall/Winter 2013 and Fall/Winter 2014 collections will include Merino wool and carry the Woolmark logo, which guarantees the fibre content and performance of the garment.
Pascal Dangin, founder of Box Studios, is Creative Director of this feature of the Merino Wool. No Finer FeelingTM campaign, and the portrait of Wang will appear in the world’s leading fashion magazines as well as in digital and social media. Leibovitz has captured the essence of the designer and the beauty of his collaboration with The Woolmark Company.
The advertisements are part of a bigger branding campaign to position Merino wool as the fibre of choice for the world’s leading designers and brands.
“We are thrilled to be collaborating with celebrated designer Alexander Wang whose modern sensibility and innovative designs exhibit the beauty of Merino wool,” says Stuart McCullough, CEO of Australian Wool Innovation, parent company of The Woolmark Company. “His ability to think differently embodies our ethos of exploring the boundless potential and versatility of wool in fashion designers’ creations.”
Merino Wool. No Finer FeelingTM represents a collaboration between The Woolmark Company and the world’s premium apparel brands. The global campaign addresses a new, younger generation of discerning shoppers. It establishes Merino as the fibre of choice for fine, contemporary fashion, and creates an expectation of the luxurious tactile experience of wearing Merino, sourced in Australia from the world-famous Merino sheep breed.
About Alexander Wang:
Wang presented his first complete women’s ready-to-wear collection on the runway in New York in 2007. The following year, Wang received top honours as the recipient of the Vogue/CFDA Fashion Fund and also launched his first handbag collection; in 2009, he was recognized by his peers when announced the winner of the Swarovski Womenswear Designer of the Year Award. Also in 2009, Women’s T by Alexander Wang and Footwear were introduced, while the men’s collections followed a year later.
About The Woolmark Company:
The Woolmark is the world’s best known textile fibre brand, established in 1964.
The Woolmark brand and The Woolmark Company are owned by Australian Wool Innovation (AWI), a not-for-profit company owned by more than 25,000 woolgrowers. AWI’s vision is to be a significant contributor to a vibrant, stable and profitable wool industry providing the world with the best natural fibre. The company works throughout the global supply chain – from woolgrowers through to retailers.
The company mission is to enhance the profitability, international competitiveness and sustainability of the Australian wool industry; and increase demand and market access for Australian wool.
Merino wool provides stability, resilience, softness and luxury to the tailoring industry. The fibre has long been a favourite of designers, but younger consumers, born in an era of ‘disposable’ fashion know too little about the natural benefits. Wool is a 100 per cent natural and renewable fibre.
Sheep live on grass, water, fresh air and sunshine. Wool is a fibre that is grown – not man-made. Every year sheep produce a new fleece, making wool a renewable fibre source.
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