Savile Row & Woolmark at LCM

During a presentation underground in SW1A the Cabinet War Rooms, eighty different outfits all worn by models, actors and 'friends' of Savile Row showcased merino wool pieces that conveyed a particular theme or moment in the life of The English Gentleman.

Each season of London Collections: Men, The Woolmark Company collaborates with the bespoke tailors of Savile Row to present a collection of the top male fashions over the past two centuries. The message of this seasons presentation was clear; wrap-up and layer-up in Merino Wool for Autumn/Winter 2014.

The presentation was designed to highlight the importance of merino wool yarns, fabrics and garments, which are produced by distinguished manufacturers and tailors around the world. The collaboration between the Woolmark Company and LCM hopes to raise awareness surrounding the use of wool’s natural performance properties and versatility across the seasons and garment categories.

Rob Langtry, chief strategy and marketing officer for the Woolmark Company commented: “A series of posters have been created to remind visitors of the wealth of importance wool has had over time, especially in the 1940’s, when there were restrictions on heating and electricity – a message also true of today as we are all reminded ‘that as the temperature drops we can layer-up in wool and turn the thermostat down’ to keep warm in the colder months. This display shows the true versatility of Merino wool and its abundance in garment uses, richness in colour, texture and softness”.

This years presentation was produced and presented by Anda Rowland of Anderson & Sheppard and Sammy Aki.

Photos: prnewswire