The second phase of a three-year-campaign from The Woolmark Company, which aims to promote the benefits of the material its uses to the fashion community at London Fashion Week, has been revealed.
The campaign, featuring images from photographer David Sliiper, promotes the benefit of the company’s use of Australian Merino wool fibre and saw Sliiper briefed to evoke the concept of touch and to also challenge the perception of consumers who believe that wool is a heavy fibre.
The creative work aims to highlight the ‘Merino. No Finer Feeling’ message and includes seven images and a short film, which will run across luxury magazines, including Man About Town, GQ and Vogue, as well as i-Pad and digital media.
Rob Langtry, global marketing officer for The Woolmark Company, explained, “The Challenge with this campaign was to capture the essence of the fibre and the achievements of technology and superior breeding which has positioned Australian Merino as one of the most desirable natural fibres for the luxury end of the market. David has captured this, and more, throughout these provoking images.”
The brand’s website will also aim to raise the profile of Australian Merino as a leading fibre in the fashion trade and features sections devoted to Active Wear and Mothers & Babies.