Italian fashion label Max Mara has partnered with The Woolmark Company as part of a celebration for Australian Merino wool.
The partnership will see Max Mara produce an innovative wool denim line as part of its AW17 collection that utilises innovative 100% wool denim fabrics to replicate the look and style of denim.
The collection will retain the traditional 3/1 weave but will also include the benefits of Merino wool and its ability to resist wrinkles.
The wool yarns have been dyed with ecological dyes and have been tested against the stringent guidelines to gain Woolmark certification.
While the Max Mara has always used this style of wool, through the partnership the brand has pushed its traditional boundaries, creating a line of fine tailoring, heavy coats and knitwear.
The Woolmark Company managing director Stuart McCullough said he was excited by the partnership and the opportunity to showcase how relevant the fabric was to modernity and global high-end fashion.
“We are very pleased to have Max Mara showcasing Merino wool at its finest and this innovative collection will no doubt resonate with a cross-section of global consumers.
“As the global authority on wool, we not only pride ourselves on being at the forefront of innovation, but also on the transfer of our knowledge of the fibre.”
The Woolmark Company also provided in-depth training and education for more than 180 global Max Mara staff as part of the partnership.
To celebrate the collaboration, the two brands have planned a global road show that will stop in Milan, Moscow, London, Sydney and Beijing.