MILAN — The Max Mara Wool Week starts today in a collaboration between the Italian fashion group and The Woolmark Company to celebrate Australian Merino wool, and the two groups are marking the project with the launch of an exclusive wool denim fabric.
“Max Mara has been employing wool for so many years,” said fashion director Laura Lusuardi, “we felt it was natural for us to communicate the qualities of this natural fiber, which is sustainable and is made up of the most wonderful elements — water, air, grass and the sun.”
Lusuardi said consumers increasingly “want to know what’s behind a product,” and this project allows to emphasize the characteristics of wool “without being too technical.”
Max Mara is employing wool denim in a capsule collection of daily pieces, from a shirtdress with a silk lining, to cuffed palazzo pants with front pleats and a double-breasted blazer or fitted jacket. Although created for fall 2017, Lusuardi said denim wool can be worn year-round, and underscored the functionality of the pieces. “We wanted to create absolutes,” she observed. “They are perfect for a busy woman who travels, they don’t crease, and are always impeccable. These are comfortable items and they don’t bleach or fade.
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