Skip to main content

Your internet browser is out of date and not supported by this website. For the best viewing experience on wool.com, please update your browser to one of the options below.

Welcome to Wool.com

An innovation hub for the woolgrowers of Australia

You may also be interested in

21.05.2020 Source: AWEX
AWEX EMI 1155 -24
Micron 17 1601 -34
Micron 18 1467 -42
Micron 19 1354 -44
Micron 20 1296 -15
Micron 21 1284 +8
Micron 28 576 -
Micron 30 450n -
MCar 856 +42

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.
Articles That Might Interest You
Direct consumer marketing campaign
A global consumer campaign targeting a new generation of consumers who grew up without wool. Read more
Wool is good for the skin
AWI continues to produce and publish a strong body of evidence which demonstrates wearing superfine Merino wool next to skin is beneficial for eczema sufferers. Read more
Green Carpet Fashion Awards
The Green Carpet Fashion Awards is a celebration of the best in sustainable fashion. It is a joint initiative of the National Chamber of Italian Fashion and sustainability consultants Eco-Age headed by global sustainability champion Livia Firth. Read more