Max Mara celebrated the launch of the Max Mara Woolmark capsule collection, which was unveiled for the first time in Australia during Wool Week.

Held at the Max Mara Boutique in the heart of the Westfield CBD precinct, notable guests that attended the cocktail reception included Kate Waterhouse, Elyse Taylor, Kaitlyn Ham and Tash Sefton.

Celebrating the inherent, natural benefits and innovative properties of Australian Merino wool, Max Mara has cleverly incorporated Wool Denim into its wool-rich AW17 range, offering consumers a luxury alternative to traditional denim apparel.

Max Mara has utilised innovative 100% Wool Denim fabrics that replicate the look and style of traditional denim, but have added benefits thanks to the natural qualities of Merino wool, including increased softness and warmth, along with its ability to resist wrinkles.

Max Mara has always chosen Merino wool as the fibre of excellence for its collections and this season has pushed the boundaries on the traditional uses of wool – such as fine tailoring, heavy coats and knitwear – to showcase a different approach for the fibre and celebrate its innate versatility.

“We are very pleased to have Max Mara showcasing Merino wool at its finest,” explains The Woolmark Company Managing Director Stuart McCullough.

“Merino wool is a luxurious, innovative, natural fibre and Max Mara’s latest Autumn/Winter collection highlights wool’s modernity and global relevance in high-end fashion”.

Source: Max Mara & Woolmark