Armani lets the world know wool is in vogue

12 September 2011

Whether you’re in Milan or Mildura, Paris or Parkes, flick through Vogue magazine and you’ll soon notice a multi-page editorial featuring Giorgio Armani’s use of Merino wool, accompanied by the Woolmark logo and the Merino. No finer feeling branding.

This global promotion, which presents several Merino wool creations by Giorgio Armani, has featured in all key international Vogue editions from June 2011 to October 2011. The promotion also featured in the magazine’s online editions.

‘Wool’s Luxurious Touch’, as the feature editorial is named, was conceived by L’Uomo Vogue (the Italian men's version of Vogue) and international magazine publisher Condé Nast.

The Woolmark Company CEO Stuart McCullough said the editorial reflected Merino’s position as the most premium and fashionable of fibres.

“We are very excited about this partnership with Giorgio Armani – one of the world’s most respected luxury brands,” Mr McCullough said.” It reinforces Australian Merino as one of the most desirable fibres for the high end of the market.”

“It is the natural qualities of Merino wool, improved by the hard work of the Australian woolgrowers over time, which have created this enviable position in a tough market and we are proud to see the Woolmark logo alongside this iconic brand.

“Giorgio Armani has a strong heritage with wool and has shown a great understanding of the fibre through the various Merino wool innovations and developments which are emphasised within his collection.”

The Woolmark Company, in partnership with Armani, also launched two high-profile in-store events in September 2011 to showcase the Australian Merino wool in Armani’s autumn/winter 2011/2012 collection.

The first event took place in Sydney at the Armani boutique in Martin Place, followed by an event in Milan at the boutique on Via Montenapoleone. Both events highlighted Armani’s inimitable interpretation of the finest Australian Merino wool in both the women’s and men’s collections.

Wool's luxurious touch

Vogue editorial opinion

The softest and most precious of wool fibres transformed into high-impact creations by the Italian master of style Giorgio Armani. The potential of a material that is ancient and avant-garde. The Milan-based Maison uses its unmistakable aesthetic to make the most of it.

It’s a new kind of wool that is eco-sustainable, soft beyond compare and has highly organoleptic properties. Thanks to its fineness and extremely high quality of the fibre as developed by Australian producers, it has become the material par excellence for the luxury ready-to-wear industry. This is definitely Giorgio Armani’s conviction as he has known how to develop the expressive qualities of wool like no other designer. Today he is further making the most of wool’s characteristics by constantly carrying out research into materials. In fact, the processes carried out at the beginning of the production phase of this wool have allowed for this amazing level of progress. Like for Grand Crus wines, it’s the “terroir” that has the highest level of impact on wool. Only a place as pristine and uncontaminated as Australia could have offered a high level standard like this. After the shearing process, the wool is then worked in Italy. In this way, two areas of excellence work together to create a truly unique product, and the results achieved would have been impossible to imagine even a short while ago.