In a bid to raise awareness of Merino wool and its use in activewear and sports luxe apparel The Woolmark Company has partnered with GQ to create a digital campaign and photographic portfolio featuring top athletes in the fabric from a range of designers such as Ralph Lauren.
The ‘Wool Power’ portfolio to feature in the January issue of GQ pays tribute to the British sporting stars of today.
Photographed by Matthew Shave and styled by GQ’s Fashion Editor Grace Gilfeather, the shoot features sportsmen modelling the finest in Merino wool athletic attire, including: cricketer James Anderson in Loro Piana and Michael Kors; boxer Conor Benn in Polo Ralph Lauren; cyclist Mark Cavendish in Armadillo Merino and Z Zegna; rugby player Thom Evans in Mover and Z Zegna; cyclist Chris Froome in Rapha; footballer Alex Oxlade-Chamberlain in Nike; rugby player Chris Robshaw in Nike; gymnast Louis Smith in Balenciaga; and ballet dancer Eric Underwood in Falke.
GQ Video will host three films featuring the sportsmen displaying the power of Merino wool.
The partnership with Woolmark will also be extended across GQ.co.uk with three native articles, and across GQ’s social platforms.
GQ Publisher Vanessa Kingori says, “This project is another great example of how GQ are creating compelling content by leveraging our influence and strong relationships with notable talent with forward thinking brands.
Woolmark have long been close collaborators and have proved the perfect partners for our aspiration to bring this story to life across multiple platforms.”