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15.10.2020 Source: AWEX
AWEX EMI 1117 +95
Micron 17 1732n +124
Micron 18 1532 +129
Micron 19 1304 +123
Micron 20 1160 +102
Micron 21 1145 +118
Micron 22 1086n +66
Micron 26 748 +78
Micron 28 515 +32
Micron 30 439n +11
MCar 754 +53

Fashion designer heroes Australian Merino wool

Fashion designer heroes Australian Merino wool

Fast facts:

  • Luxury London-based designer Emilia Wickstead journeyed to the source of Australian merino wool.
  • The Merino wool-rich collection highlighted the trans-seasonal nature of the luxury fibre.
  • Campaign reached more than 4.1 consumers.

The project:

The Woolmark Company partnered with renowned fashion designer Emilia Wickstead to create a workwear collection for the modern woman, crafted from 100% Australian Merino wool.

We delivered:

Certified by The Woolmark Company, the collection showcases wool as a fibre not only for winter, but a trans-seasonal fibre made to last. Born in New Zealand and now based in London, Wickstead travelled to Australia to experience first-hand and Australian wool-growing property, meeting the woolgrowers who produce this natural, renewable and biodegradable fibre.

“Working with Merino wool has been incredibly exciting for me: it’s biodegradable, it’s renewable, it’s natural and it’s the more sustainable option," said Wickstead. "We’ve shifted people’s perceptions about how wool can be worn by enjoying it season-to-season and not just as a winter textile.”

The result:

  • The first 100% Australian Merino wool collection produced by covetable label Emilia Wickstead
  • Media coverage in leading publications including Vogue UK, Vogue Australia and The Telegraph (UK)
  • Dedicated media campaign reaching more than 4.1 million
  • Opportunity for designer to travel to Australia to go back to the source and visit an Australian wool-growing property.
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