Giorgio Armani not just understands wool but is able to give it a new identity through his designs. Australian Wool Innovation (AWI) has joined hands with the great Italian designer and one of the world’s most respected luxury brands to launch in store events to showcase Armani’s Autumn Winter 2011/2012 collection. The first event took place in the Armani boutique at Sydney and it was followed with an event in their boutique at Milan. The events have very effectively highlighted Armani’s inimitable interpretation of the finest Australian Merino wool through both women’s and men’s collections.
It is obvious that Mr. Armani is passionate about wool. He has admitted that he is fascinated by the versatility of Merino wool and its ability to adapt to every season. The new techniques and innovative treatments have completely transformed the natural fiber and given it a new personality. These unique events were conceived by L’Uomo Vogue and Condé Nast and are called ‘Wool’s Luxurious Touch’. Armani’s collection highlights the innovations and developments in Merino wool.
Pier Paolo Ferrari has photographed ten creations by Giorgio Armani to create a global campaign. L’Uomo Vogue and several other international editions of Vogue are carrying this campaign through their June to October issues. Armani considers Merino wool to be the most modern fiber that is eco-friendly and at the same time an incredibly fine and high performing fiber. The sheep are reared and sheared in Australia but then the wool is transported to Italy to be processed and transformed. The collaboration results in an extraordinary product that is appreciated all over the world.