Max Mara and the Woolmark Company create 100% wool denim line
Italian fashion house Max Mara and the Woolmark Company have joined forces to develop a wool denim line as part of Max Mara’s autumn/winter 2017 collection.
This is not the first time Max Mara uses Merino wool for its designs, in fact the fabric has been widely utilised by the label to create dresses, coats and knitwear. But for the autumn/winter 2017 season, the brand has used a wool denim fabric which replicates the look and feel of traditional denim but is also soft, warm and resistant to wrinkles thanks to the natural qualities of Merino wool.
“Merino wool is a luxurious, natural fibre and Max Mara’s latest Autumn/Winter collection highlights wool’s modernity and global relevance in high-end fashion,” said Stuart McCullough, CEO of the Woolmark Company.
To achieve the indigo denim colour, the twisted, strong wool yarns were dyed with ecological methods. The fabrics were also tested under stringent guidelines to gain Woolmark certification.
“We not only pride ourselves on being at the forefront of innovation, but also on the transfer of our knowledge of the fibre. Our expert staff have recently provided in-depth training and education for more than 180 global Max Mara staff on the natural benefits and innate versatility of Merino wool,” said McCullough.
The capsule collection includes two suits with double-breasted and single-breasted blazers and palazzo trousers, a shirt dress with two pockets and a turtleneck sweater – all made in wool denim fabrics. To celebrate the collaboration, the collection will go on display in Milan, Moscow, London, Sydney and Beijing.
Max Mara was founded in 1951 by Achille Maramotti. The family-owned company is now available in 2,668 stores in more than 100 countries. The Max Mara Fashion Group has nine different brands.
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