Sir Paul Smith becomes an ambassador for Woolmark
"I have always been a fan of natural fibres"
Sir Paul Smith has been named the global brand ambassador for Woolmark. The British designer will collaborate on two media campaigns and will use 'Cool Wool' – a blend of Australian merino wool – throughout his forthcoming menswear collections.
"I have always been a fan of natural fibres, cotton for shirts and wool for the rest, a good staple diet for a fashion designer," Smith told WWD, continuing, "I'm very supportive of good, solid businesses like all the natural fibres that we need to support around the world."
The media campaign will run on print and digital platforms and will be co-branded. Smith's Cool Wool will be produced at British mill Clissold in Yorkshire, according to British Vogue.
Woolmark has been continually active in the fashion world of late, and promotes wool as the main material for high-quality clothing collections, worked with well-known brands such as Ermenegildo Zegna and Lora Piano, as well as Alexander Wang, who was photographed by Annie Leibovitz.