I thought this video was rather interesting, the campaign is sexy, yes? Not usually something you would associate with, erm, wool! You, read that right it’s all about wool. The wool you envisage being knitted by old ladies into unattractive festive jumpers. Knitting itself has however become trendy over the last few years, it has literally appeared in Vogue. Hence the humble ball of wool is following suit. Another preconception with wool is that it is the stuff of which thick jumpers are made from, yet it can also be spun into thin, delicate fabrics which can be soft enough to wear against the skin, no itching honest. In fact Merino is the softest wool available, even better it is a natural, biodegradable and renewable fibre. The Australian farmers who produce the wool have demonstrated for generations how the rural landscape can be managed effectively whilst protecting the environment. They are highly skilled in breeding quality sheep and in shearing, all having high standards of animal welfare.
What does this mean for fashion? Well two things I mainly want to discuss, firstly note the image above. This dress is made from Merino wool. I think it is important to take away the stigma that wool is only used to make cardigans and jumpers. It means that designers can utilise Merino wool in striking creations. One designer to note is Alexander Wang, who is well known for his sport-luxe collections and lesser known for the fact he uses Merino wool to create them! From the delicate, ethereal blush pink capes from AW11 to the tougher, androgynous looks of AW12 shown this week in New York you can see just how versatile a fabric it is. Every piece is luxurious but also very wearable as is true to Wang’s philosophy.
Alexander Wang AW11, AW12
This brings us to my second point, quality. Of course if we are talking about high priced designer clothes we naturally expect high quality, but what about those of us on more of a High Street budget? Well here’s the thing, I know I bang on about this time and time again, but buying wool is an investment. You can still buy a Merino wool sweater on a High Street budget, fact. You might be looking at around ┬ú30-40. Yes, this is slightly more expensive than one for ┬ú10 at your lower end High Street shop but the fact is that I know which one will last you for years rather than months. I am saying this from experience, I have an absolutely ancient wool jumper it is probably almost as old as I am. It was a hand-me-down from my dad! But it still looks brand new, it hasn’t bobbled, lost shape nor has the colour faded. Unlike the cheap polyester and I-have-no-idea-what-else mix jumper I bought just a few months ago which after just the first wash was out of shape, bobbling around the sides and that’s not to mention how static it makes my hair every time I pull it on. We are throwing our money away buying these cheap things and there is nothing fashionable about that.
Post sponsored by Merino