“The Art of Merino. An extraordinary matter”

13 September 2012

Milan – The exhibition “When Wool is in Fashion”, created by Vogue Italia and L’Uomo Vogue, in collaboration with The Woolmark Company, opened yesterday at 10 Corso Como, with an artistic and glamorous event..

The exclusive photographic exhibition, entitled “When Wool is in Fashion”, showcased artistic photographs from Vogue Italia and L’Uomo Vogue archives, by the best fashion photographers in the world, featuring wool collections of the greatest fashion designers, with the artistic direction of Franca Sozzani.

Some of the most important names of the fashion and textile industry attended the event, welcomed by Franca Sozzani, editor in chief of Vogue Italia and L’Uomo Vogue, and Rob Langtry, Chief of Strategy and Marketing of The Woolmark Company.

Among the guests were Donatella Versace, Franca Sozzani, Paolo Zegna, Pier Luigi Loro Piana, Carla Sozzani, Teresa Missoni, Micheal Roberts, Raffaello Napoleone and some of the most important names of the International fashion industry.

The event was conceived within a wider collaboration between L’Uomo Vogue and The Woolmark Company, that also includes the launch of an artistic book, entitled “The Art of Merino. An extraordinary matter” and celebrating the infinite qualities and fashion potential of Merino wool.

The book features an incredible editorial shoot by Pier Paolo Ferrari, showcasing the wool collections of 10 fashion designers: Thom Browne, Dolce&Gabbana, Salvatore Ferragamo, Givenchy, Marc Jacobs, Donna Karan, Lanvin, Missoni, Diane von Furstenberg and Alexander Wang.

The ten great international designers have joined the project to celebrate the excellence and fashion-inspiration of Merino wool, unveiling their own visions and styles through iconic wool pieces, both men and women, and a series of personal, amazing quotes about the fibre.

From the images of the book, an international advertising campaign has been developed, launched globally from September 2012, in some of the most important Vogue and GQ editions of China, UK, Italy, USA and Australia.

“We are very proud to be working alongside the most important designers, media and industry representatives on behalf of the Australian wool industry,” explained Rob Langtry. “Australian wool is the best in the world and is being acknowledged as such through this amazing campaign.”

For further information
Woolmark Lisa Lisanti
T: + 39 348 4111929 or