HOW TO USE THIS ONLINE MAGAZINE
by clicking the arrows at the side of the page.
by clicking anywhere on the page. A slider will appear, allowing you to adjust your zoom level.
and move the page around when zoomed in by dragging the page.
and return to the original size by clicking on the page again.
by entering text in the search field and click on "In This Issue" or "All Issues" to search the current issue or the archive of back issues
a PDF of this magazine.
by clicking on thumbnails to select pages, and then press the print button.
a page via email, Facebook, Twitter and more.
TO VIEW PREVIOUS EDITIONS
, click the
button at the bottom of the screen.
Beyond the Bale : September 2017
18 OFF FARM MAX MARA comfortable, soft, resilient, without season, is fresh in summer and warm in winter. A woman wearing a woollen garment is always impeccable, at any time of the day, from morning through to night. This is the main feature of wool for Max Mara.” Max Mara has utilised innovative 100 per cent 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. Wool denim features in the form of a double-breasted blazer, palazzo trousers with front pleats, a shirt dress and a single- breasted jacket. “What is important and what we want to communicate is that wool is natural, renewable and biodegradable,” said Ms Lusuardi. “We know it and we use wool for these qualities, but we want to bring this story to the final consumer. Consumers trust Max Mara for the quality of garments but we decided, together with The Woolmark Company, to also tell them the qualities of wool because the value of a dress is not just about the style and fashion trends, but also the fabric quality, and we have decided that all Max Mara wool denim garments will be Woolmark-certified to ensure this quality.” In addition to joining the Woolmark licensing program, Max Mara has worked closely with AWI’s technical experts on product development. “Our team at AWI has provided in-depth training and education for more than 250 global Max Mara retail staff on the benefits and versatility of wool along with tips to pass onto their consumers, such as how Global brand Max Mara has expanded its deep relationship with wool, adding a range of Wool Denim pieces to its Autumn/Winter 2017 main line and showcasing the collection across the world with its own Wool Week celebrations. Contemporary luxury brand Max Mara – one of the largest international fashion houses – has long been an avid supporter of the Australian wool industry and wool is deeply rooted into the brand’s DNA. With coats and tailored apparel a signature of Max Mara, Australian wool has played – and continues to play – an integral role in the development of the label. It was only a matter of time, then, before the brand expanded on its traditional use of wool, incorporating Merino into their denim range and offering consumers a luxury alternative to traditional denim apparel. For Max Mara’s Autumn/Winter 2017 collection, the global brand has worked alongside the technical team of AWI’s subsidiary, The Woolmark Company, to co-develop an innovative Wool Denim range that forms part of its main line, celebrating the unique qualities of Australian Merino wool. “Merino wool has always been a major fabric for Max Mara since it is used for coats, jackets and lightweights, and has always been important ever since Max Mara was founded in the 1950s,” explains Max Mara Fashion Director Laura Lusuardi. “Wool is very present in both our spring/summer and autumn/winter collections. First of all, wool is natural – the shearing, the combing, the carding – and it is DEEPENS ITS RELATIONSHIP WITH WOOL A Merino wool item from Max Mara’s Autumn/Winter 2017 main line collection.
In the Shops - September 2017