The spirit of modern gentleman at Shanghai Fashion Week

19 April 2016

The Woolmark Company showcased the latest in luxury menswear tailoring at Shanghai Fashion Week, collaborating with four local menswear brands - TRANDS, Kevin Kelly, ICICLE and Beautyberry – all of which featured Woolmark Gold premium fabrics in their latest 2016 Autumn/Winter collections.

Woolmark Gold

Woolmark Gold represents the finest Australian Merino wool and makes use of first-class yarn and fabrics from traditional British and Italian spinners and weavers. Offering superior quality fabrics to high-end menswear designers, Woolmark Gold has developed strong partnerships with selected local menswear brands, positioning Merino wool as the prestigious fibre of choice in the rapidly growing Chinese domestic market for luxury apparel.

Committed to supporting the local luxury menswear industry, The Woolmark Company launched a joint Woolmark Gold show with TRANDS, Kevin Kelly and ICICLE to showcase their latest Fall/Winter wool collections. The Woolmark Company also held an independent Woolmark Gold show with Beautyberry, the fashion label from renowned Chinese designer Wang Yutao.

The launch event showcased high-quality fabrics, traditional craftsmanship and modern silhouettes designed to meet the demands of fashion-conscious youth and style-savvy consumers. In addition, the shows also interpreted the spirit of the modern Woolmark Gold gentlemen, in line with the campaign theme of The Gentlemen’s Guild.

Woolmark Gold Beautyberry fashion show

Dedicated to capturing the spirit of the modern gentleman, Woolmark Gold collaborated with men from diverse backgrounds, who embody these brands’ style, energy and sophistication. To celebrate their contributions, The Woolmark Company awarded the “Order of Woolmark Gold Gentlemen” to select recipients, including fashion icon/actor Zhang Liang, actor Yan Yikuan, Wang Hao, the CEO of Meici, and Ren Yuqing founder of JZ Music.

In tandem with Woolmark Gold being a symbol of manufacturing and design excellence, The Woolmark Company has also redesigned the Woolmark Gold logo. The new logo refines the original design, maintaining its alignment with The Woolmark Company’s other logos. Its tagline, “The Gentlemen’s Guild” reinforces the brand’s distinguished reputation and refined style.

In addition, in line with the premium quality that Woolmark Gold represents, the company has expanded its yarn and fabric partners, encompassing the majority of celebrated British and Italian companies. Apart from the distinguished and long-term weaver partners, including Bower Roebuck, Charles Clayton, Dormeuil, Holland & Sherry, John Foster, Johnstons of Elgin, REDA, Scabal, Taylor & Lodge, Vitale Barberis Canonico and William Halstead, an additional six world-renowned producers have joined.

Woolmark Gold

Strengthening Woolmark Gold’s reputation as the world’s authority on Australian Merino wool yarn and fabrics, the new companies include Alfred Brown, Fox Brothers, Joseph H Clissold, Lanificio Cerruti, Lanificio Ermenegildo Zegna & Figli, and Tallia di Delfino.

“Chinese consumers’ concept of luxury has changed over the time,” explains The Woolmark Company’s Marketing Vice President Greater China, Jeff Ma.

“Focusing less on big brands’ statement, they’re turning their attention towards the details of the fabric, appreciating the craftsmanship, texture, origins and cutting. At the same time, domestic menswear brands have changed their strategies.

“Like many other designers on the global scene, they are investing in design, service and further developing their craft. Our intention is to enhance the brand partners’ reputation while acquainting China’s new generation of consumers with Woolmark Gold’s quality assurance and emotional values.”