Max Mara has utilised innovative 100% Wool Denim fabrics that replicate the look and style of traditional denim – retaining the traditional 3/1 weave – but have added benefits thanks to the natural qualities of Merino wool, including increased softness, warmth and resistance to wrinkles. The twisted, strong wool yarns have been dyed with ecological dyes to imitate natural indigo and have been tested against the stringent guidelines to gain Woolmark certification.

Max Mara has always used Merino wool for its collections and this season has expanded beyond the traditional uses of wool, such as fine tailoring, heavy coats and knitwear, to showcase a different approach for the fibre and celebrate its innate versatility.

Innovative collection

“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,” said Stuart McCullough, The Woolmark Company Managing Director. “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.”

“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. 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.”

To celebrate the collaboration between Max Mara and The Woolmark Company, the two brands have planned a global road show that will stop in Milan, Moscow, London, Sydney and Beijing.

The Woolmark Company

The Woolmark Company is the global authority on wool. Through its extensive network of relationships spanning the international textile and fashion industries, it highlights Australian wool's position as the ultimate natural fibre and premier ingredient in luxury apparel.

The Woolmark Company is a subsidiary of Australian Wool Innovation, a not-for-profit enterprise that conducts research, development and marketing along the worldwide supply chain for Australian wool on behalf of about 55,000 woolgrowers that help fund the company.

www.woolmark.com