Wool in (French) Vogue

27 August 2012

2012 has seen The Woolmark Company re-establish its presence in France – the birthplace of fashion, of haute couture and home of some of the world’s top designers – and encourage the blossoming passion for Merino wool by the country’s fashion industry.

Pages from the ‘La laine à l'honneur par dix designers’ (‘Wool in the spotlight by ten designers’) 16-page wool designer feature in Vogue Paris. This page features a wool design by Jean Paul Gaultier.

The French edition of Vogue, Vogue Paris in collaboration with The Woolmark Company and French fashion industry body ‘Chambre Syndicale de la Haute Couture’ has released a special 16-page feature in the September issue of the coveted fashion publication.

The feature highlights unique and inspiring interpretations of Merino wool by ten of France’s most prominent Haute Couture designers. Under the banner of The Woolmark Company’s global marketing campaign ‘Merino. No Finer Feeling™’, the initiative is helping The Woolmark Company re-engage with the country so influential in the fashion industry.

The featured designers are Jean Paul Gaultier, Maison Martin Margiela, Atelier Gustavo Lins, Christophe Josse, Anne Valérie Hash, Alexandre Vauthier, Alexis Mabille, Bouchra Jarrar, Maison Rabih Kayrouz and Maxime Simoens.

The promotion has been designed for cross-media distribution, having been launched online by Vogue in a microsite at on the same day the September issue hit the newsstands (23 August) and will continue until 23 October. The microsite features a video from the shoot, and imagery of the Vogue photo shoot, as well as exclusive interviews with each of the ten designers, and a presentation of the International Woolmark Prize’s finalists and their designs. All content crosses over to The Woolmark Company's online marketing channels.

Special edition reprints of the 16-page feature are being distributed by The Woolmark Company and Chambre Syndicale to their associates.

The Woolmark Company’s Chief Strategy and Marketing Officer Rob Langtry said, “The calibre of designers supporting the Vogue special feature and endorsing the ‘Merino. No Finer Feeling’ campaign highlights the intrinsic connection between the global fashion industry at the highest level and the Woolmark brand.

“The partnership with Vogue Paris and Chambre Syndicale represents the return of AWI and Woolmark in what is the most important and influential womenswear market globally.”

Click here to visit the Vogue microsite featuring The Woolmark Company, including video interviews with some of the world's most respected fashion designers.