"Light as a feather and soft to the touch, there's only one way to feel fresh during the summer months - with Cool Wool."
So runs the lead statement in the 16-page feature of Vogue UK's February Catwalk edition - the first issue of the year for the Spring/Summer 2014 season and a reference guide for the warmer months.
"Softly softly: envelop yourself in luxurious layers of Cool Wool to emanate an easy elegance year-round."
Photographed by Mel Bles, the Cool Wool garments embody a modern contemporary luxury: classic styling with a 'Cool' urban attitude. Mixing womens and mens styles and modelled by Querelle Jansen and Louis Steyaert, they are a demonstration of Merino wool's versatile textures and colours.
"Fashion designers have long been in the loop regarding Cool Wool's potential - follow their lead this season and acquire a trophy piece," advises Vogue.
And indeed these lightweight garments have been created by some of the top British and international designers and brands including JW Anderson, Burberry, Martin Grant, Roksanda Ilincic, Richard James, JJS Lee, Richard Nicoll, Pringle, Roland Mouret, Jil Sander, Jonathan Saunders, Alexander Wang and Vivienne Westwood.
Unrivalled in its ability to transcend the seasons, Cool Wool performs to perfection regardless of the temperature. The way that the Merino fibres channel moisture away from the body creates an insulating effect, protecting the skin from external extremes and providing the utmost comfort - a personal air-conditioning system that will take you from spring through to winter.
"Make the transition from office to outdoors, car to club with ease - Cool Wool keeps your personal thermostat constant, so you don’t have to sweat it."
Compared with cotton and other man-made fabrics, Cool Wool has consistently proven superior in the laboratory at absorbing moisture vapour, accounting for the gossamer lightness and luxurious softness that has to be tested yourself to believe.
"With Cool Wool there’s no compromise: its natural elasticity and absorbent composition creates crease-free and colour-friendly fabrics. Perfect for summer evenings," runs Vogue.
"Wrap it, belt it, drape it, wear it: favourite staples have year-round appeal. Take your signature pieces through the seasons."
And since Merino wool is a fibre that is grown, not man-made, it's a renewable resource. Every sheep produces a new fleece each year, living happily on grass, water, fresh air and sunshine. A happy situation all round, we think you'll agree.
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