play

Powerful Australia

L’Uomo Vogue pays homage to Australian wool

To many, Australia is this vast, barren, faraway land full of romantic imagery and bronzed surfers dotting its impeccable coastline. A contradiction, a land down under, a society based on mateship and values, Australia is country with its own unique way of life.

Once said to be ‘riding on the sheep’s back’, its wool industry plays an integral part of Australia’s agricultural and fashion trade. And so it seems only a natural fit that L’Uomo Vogue - the international Condé Nast magazine dedicated to style and personalities – has dedicated an entire issue to this powerful country.

 

Vogue on Australia and wool

Franca Sozzani – Editor-in-Chief of Vogue Italia and L’Uomo Vogue and UN Ambassador of Goodwill – has had a romance with Australia which seems to get more passionate as days roll by. Now, under her creative direction, a special collaboration between L’Uomo Vogue and The Woolmark Company has been announced which celebrates both style and Australian talent. The collaboration, called World Wide Wool, honours the historic connection between the Italian fashion industry and the 50,000+ woolgrowers of Australia.

Special events will be held in Sydney as part of the collaboration, including a shopping night showcasing Merino wool as well as a photographic exhibition honouring Australian personalities including Hugh Jackman, Nicole Kidman, Chris Hemsworth and Oscar award winner Catherine Martin. Each talent has been shot by leading L’Uomo Vogue photographers and unveils the close relationship between the Australian wool industry and the fashion world.

The relationship between men’s fashion in Italy and the dusty sheep stations of Australia will be illustrated in L’Uomo Vogue, with the high-profile publication dedicating the March edition to Australian heritage and A-list personalities. With international film director Baz Luhrmann and Oscar award winner Cate Blanchett featuring on separate covers, the edition, titled Powerful Australia, also explains the role in which Australian Merino wool plays in the high-end fashion which ends up on catwalks and retailers across the world. The March edition is a celebration of modern Australian society through the eyes of L’Uomo Vogue.

To celebrate the launch of the Australian issue, Mrs Sozzani will make her maiden voyage to Australia, meeting with leading Australian fashion designers such as Camilla and Marc, Josh Goot, Dion Lee, Christopher Esber, From Britten and Michael Lo Sordo, as well as top university students wishing to enter the industry.

“I am so proud of this big project, which celebrates such a vital country, its personalities and its youngest talents - whose creativity will be recognised and rewarded - and its world-renowned wool,” explains Mrs Sozzani.

“The most talented will travel to Italy and be hosted along with their works in one of our greatest events, thus sealing the collaboration between Italy and Australia and confirming the active support we give to young designers from all over the world.”

Showcasing quality

With the Woolmark brand this year celebrating its 50th anniversary, the fashion and style festivities are a welcome event. Born in 1964, the now iconic Woolmark logo has been applied to more than five billion products worldwide, making the Woolmark brand the best-known textile quality brand in the world.

For 50 years the Woolmark brand has strived to showcase the extraordinary versatility and innate luxury of Merino wool, creating a fleece that to this day is coveted across the globe. Over the years Australian Merino wool has been the fibre of choice for some of the world’s greatest designers, names which have shaped the history of fashion and style.

With its headquarters located in Sydney, Australia, The Woolmark Company – owners of the Woolmark brand - is proud to partner with the World Wide Wool event and showcase the March Australia edition of L’Uomo Vogue.

“The L’Uomo Vogue Australian issue is a testament to Australian resolve,” says Managing Director of The Woolmark Company Stuart McCullough, who features on the pages of L’Uomo Vogue.

“Despite the disadvantages we face in geography and through our relatively small population, we enjoy global success based on sheer determination, ingenuity and a passion to go above and beyond. That is certainly the attitude reflected across the country amongst our woolgrowers, and they can be proud of this international acclaim.”

With wool-growing properties often handed down from one generation to the next, it comes as no surprise that one farm could remain in the same family’s hands for more than 100 years. A world away from Sydney’s iconic harbour and the catwalks of Milan, properties such as Congi Station – which is featured in L’Uomo Vogue  – paint a picture of family values, strong work ethic and a high-quality product which sees their Merino wool made into garments by some of the world’s leading luxury fashion houses and appear on the pages of coveted magazines such as L’Uomo Vogue.