Experience the softest and most luxurious wool fibres transformed into high-impact couture by the Italian master of style, Giorgio Armani.

Introducing Australian Merino wool – an exceptionally fine fibre which is both ancient and avant-garde, and which is widely used and respected in the world of tailoring and couture. Milan-based couturier, Giorgio Armani, uses its highly recognisable fine fibres to bring a certain extra amount of luxury to its pieces of clothing. This new kind of wool is eco-sustainable, soft beyond comparison and is immensely irresistible on all the senses. Thanks to the fineness and extremely high quality of the fibre developed by Australian producers, it has asserted itself as the material par excellence for the luxury ready-to-wear industry, which is why when it comes to choosing materials for his fashion house, Giorgio Armani opts for Merino wool as its preferred luxury fibre.

In order to deliver the highest quality of materials in his creations, Giorgio Armani makes sure his couturiers constantly carry out research into these luxury fibres. Processes carried out at the beginning of the production phase of the wool have allowed for further development and enhancement of the quality of the fibres. Just as fine wines are measured and compared by their “terroirs”, such is the case for Merino wool. Only a country so vast, pure and pristine as Australia could produce such high quality fibres and on such a huge scale. After the shearing process, the wool is then worked in Italy. In this way, two areas of excellence work together to create a truly unique product.

Via:vogue.co.uk

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Giorgio Armani Fall 2011