Enduring Love: British Vogue crushes on wool

British Vogue's infatuation with Merino

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The British edition of fashion bible Vogue devotes 16 pages of the August 2014 Autumn/Winter catwalk issue to the beauty of Merino wool in a British seaside fashion spread featuring apparel from leading fashion labels Burberry Prorsum, Alexander McQueen, Victoria Beckham, Vivienne Westwood, Valentino and Alexander Wang.


Shot by photographer Yelena Yemchuk, the British Vogue feature celebrates the 50 year anniversary of the famed Woolmark logo, drawing on the key layering trend of the season and showcasing leading European fashion houses. The focus is squarely on luxury, pitching Merino wool as a fashion investment against the backdrop of ‘Dreamland’ and memories of British seaside heritage. ‘Enduring Love’ has been inspired by earth and the sea and illustrates an extension of The Wool Lab AW 14/15 theme Cinque Ports. Cinque Ports showcases austere but fascinating places on the shores of the English Channel. People here live with the certainties of life; essential things, useful and basic but full of the charm of authenticity and history.

“Nothing quite beats the feeling of slipping on a love-worn sweater or an enveloping coat that has the esteemed Woolmark sewn in as a sign of high standards,” the magazine counsels. “Instantaneous comfort is guaranteed, satisfaction is achieved and memories are evoked.

“Woolmark has stayed at the forefront of fashion evolution… the Woolmark symbol is a guaranteed luxury.”

British Vogue invites you to indulge in your desire for intense colour-rich hues. Effortless is the buzzword and innovation knows no bounds, says Vogue.

The shoot, entitled ‘Enduring Love’, includes beautifully textured outerwear from DKNY, Victoria Beckham, Max Mara, all weather dressing in capes, wraps and blankets and touches masculine-influenced style in suiting and shirting by Alexander Wang and Vivienne Westwood.

Wool’s presence as a fibre for all seasons is shown, with British Vogue illustrating a Victoria Beckham coat as a perennial must-have piece. “A coat for every season is that elusive item that we search for with persistence…this Merino coat keeps your internal thermometer constant, so belt up come rain or shine.”

Stylist Agata Belcen explores the breadth of texture and finishes that can be achieved using Merino wool. Woven, knitted, brushed, felted, shearling and even a modern take on tweed all feature in the spread, a whimsical journey to the seaside.

The companion video, set to music by avant-garde US musician and composer John Maus, brings the dreamy ambience of the Vogue spread to life as the heroine of the piece pensively takes in the vista and frolics on the beach in luxury garb and a blanket wrap evoking next to skin comfort and Merino Wool. No Finer Feeling™ in a Mariyln Monroe reminiscent care-free style.

And, as British Vogue says, the appreciation for these luxurious pieces knows no end - a love affair with Woolmark is one for life.

Find out more about Enduring Love on the British Vogue website.

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