Chinese consumers now have the chance to buy the latest Cool Wool collections from six influential, independent labels, thanks to a collaboration between The Woolmark Company and multi-brand concept store Dongliang.
First shown in October during Labelhood Pioneer Fashion & Arts Festival, as part of Shanghai Fashion Week spring/summer 2017, the collections are now available in store at Dongliang Shanghai, HUG Chengdu and will soon drop on the Dongliang e-shop.
Shot by fashion photographer Jason Capobianco, the campaign illustrates the collection’s “Globetrotting with Cool Wool” theme, which promotes wool’s origins and its natural benefits that make it ideal for travel – breathability, temperature regulation, softness, odour resistance, elasticity, UV-protection, fire resistance, versatility and elegance are just some of wool’s natural benefits.
Set against a lush and verdant backdrop, the narrative features modern travellers in soft and lightweight yet effortlessly stylish Cool Wool clothing. The focus is on Cool Wool fabric, the ultimate secret weapon to staying comfortable while looking stylish, wherever your adventure may take you.
Shushu/Tong, Yirantian, Boundless, Babyghost and former International Woolmark Prize finalists Ban Xiao Xue and Xu Zhi each created their own unique interpretations of Cool Wool fabrics, ranging from 17.5 microns to 21.5 microns.
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