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Missoni & Benetton enjoy No Finer Feeling than Merino
Mar '11
Two Italian authorities of fashion front the latest 'Merino. No Finer Feeling' advertising campaign, explaining why they love the natural fibre.

Alessandro Benetton is the Executive Deputy Chairman of an Italian fashion dynasty, a man who has spent his working life with Merino wool. He is a perfect ambassador for the 'Merino. No Finer Feeling' campaign as a credible and independent expert in the field of men's fashion.

“Merino wool. My natural choice” is the quote from Mr Benetton who appears suitably dressed in a casual but contemporary look in a Merino cardigan made of Australian Merino wool as well as a pair of heavily textures trousers.

The Benetton Group has a presence in 120 countries and produces over 150 million garments every year. With a network of around 6,000 stores around the world it generates a total turnover of over 2 billion Euro.

Representing a younger generation in the campaign is Margherita Missoni, she appears in a fitted dress of her own design from her recent Spring/Summer collection. Associated with cutting edge women's luxury fashion, Ms Missoni demonstrates how Merino wool can not only be light in terms of fabric weight but in lighter tones such as the earthy colours that appear in this contemporary dress.

“Merino wool makes me feel at home” Ms Missoni states, creating a link between the fibre and the way it makes the wearer feel, the heritage, the freshness and the natural sense of elegance owned by Margherita. Watch and hear Margherita Missoni on the Woolmark channel on YouTube.

Australian Wool Innovation (AWI) commissioned the advertisements which feature commercially available garments as well as a silhouette of a Merino ram, a reminder of the fibre's natural origin. The images have appeared in a range of European fashion and trade publications but were also seen as part of New York Fashion Week.

AWI head of marketing Rob Langtry added “we will be adding more ambassadors to the 'Merino. No Finer Feeling' campaign in coming months from around the globe and I think many will be surprised by who appears as an advocate for this fibre. Not all ambassadors will be Italian but all speak with authority about why Merino wool is such a great fibre for them”.

Australian Wool Innovation (AWI)

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