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14.01.2022 Source: AWEX
AWEX EMI 1389 +31
Micron 17 2495 +61
Micron 18 2124 +49
Micron 19 1719 +37
Micron 20 1441 +58
Micron 21 1363 +52
Micron 22 1336n +29
Micron 26 750n +10
Micron 28 432 +17
Micron 30 380 +12
Micron 32 260 +20
MCar 946 +15
Victoria Beckham ‘perfectly paired’ with Merino

Promotional photo of some of the items from Victoria Beckham’s new knitwear collection developed in collaboration with The Woolmark Company and made from 100% Australian Merino wool.

The eponymous luxury fashion brand of Victoria Beckham has launched its first traceable collection, comprising knitwear pieces made from 100% Australian Merino wool, in collaboration with AWI subsidiary The Woolmark Company.

British luxury fashion brand Victoria Beckham launched the traceable Merino wool knitwear collection, titled ‘Perfectly Paired’, in October just in time for winter. The 20-piece adult knitwear collection and 14-piece childrenswear collection is filled with cosy and comfortable polo and crewneck jumpers, V-neck cardigans and gift sets of scarves and headwear.

“I am so excited to launch a farm to shop floor collection and wanted to mark this moment with classic yet fun designs for adults as well as kids, providing everyone of all ages the building blocks for the perfect statement-making and cosy winter wardrobe,” Victoria said.

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Victoria Beckham wearing a colour block jumper from the new Merino wool collection, as she enters Times Square Studios in New York for an appearance on the popular Good Morning America TV show in October. Source: Victoria Beckham, Twitter.

“Discover the new knitwear collection, made from 100% Merino wool, the softest sheep’s wool in the world.”
Victoria Beckham on Instagram (29.2 million followers)

 

Designed with sustainability and longevity in mind

The new Victoria Beckham x The Woolmark Company collection has timeless appeal and is designed with sustainability at its core. The environmental impact has been considered throughout every step of the design process, from sourcing materials to the development, manufacturing and production of each piece.

One of the most important decisions was choosing the materials. The collection is made in Pescara, Italy, from 100% natural, renewable and biodegradable Merino wool. The original eco-fibre, the non-mulesed Merino wool used in the Victoria Beckham collection is fully traceable back to five Australian woolgrowers.

The colour palette of the collection is earthy and warm, created using a unique plant-based dye process from Italian dye house Tintoria di Quaregna – the only such technology in the world certified by The Woolmark Company. Despite there being no chemicals involved, the natural dyes create incredibly vivid shades.

“I love that we’ve managed to create a bright and vibrant colour palette by using flowers, leaves and berries as part of a natural dye process and that the whole collection is made from recyclable, renewable and biodegradable 100% Australian Merino wool and yarn. It’s the softest sheep’s wool in the world!” said Victoria.

To further reduce the environmental footprint of the collection, a bespoke kit to make your own crochet keyring, using leftover yarn from the collection, is being sent with each piece from the collection that is ordered on the Victoria Beckham website. Even the packaging and labelling use recycled poly labels and biodegradable Polybags.

The garments are all Woolmark-certified, which means they’ve all been tested for longevity and colour fastness. If you look after these pieces, they will remain in your wardrobe for years to come.

Victoria Beckham and The Woolmark Company have a longstanding relationship. Victoria Beckham was a judge at the International Woolmark Prize for three years: 2012/13, 2014/15, 2016/17.

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The new collection is promoted on, and is available to purchase from, the Victoria Beckham website as well as range of stores across the world.

Available across the world

As well as being available to purchase from the Victoria Beckham website, the collection is also available at multiple retailers across the world including Saks Fifth Avenue, Zalando, Mytheresa, Harrods, LUISAVIAROMA, KaDeWe, Barneys Japan, TSUM, Al Srad Ltd, Grace, La Samaritaine, Retro AS Norway and Hudson’s Bay.

The collection was promoted via the websites and social media channels of Victoria Beckham (which has 44 million followers in total on Instagram, Twitter and Facebook), The Woolmark Company and the stockists of the collection.

After rising to prominence in the 1990s as a member of the hugely successful group the Spice Girls, in which she was nicknamed Posh Spice, Victoria Beckham founded her eponymous fashion label in 2008. Developed at her London atelier, the brand launched with a series of form-fitting dresses and has expanded to include a ready-to-wear, footwear and eyewear line.

With offices in London and New York and a flagship store in Mayfair, the brand has won critical acclaim alongside multiple industry awards including Best Designer Brand and Brand of the Year at the British Fashion Council’s Fashion Awards. In addition to victoriabeckham.com, the Victoria Beckham brand is carried in more than 320 stores in 40 countries worldwide.

 

More information:

www.victoriabeckham.com/pages/woolmark
www.woolmark.com/victoriabeckham

 

This article appeared in the December 2021 edition of AWI’s Beyond the Bale magazine. Reproduction of the article is encouraged.

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