GETTING SHEEPISH: Sir Paul Smith will become a global brand ambassador for The Woolmark Co. and plans to collaborate on two media campaigns. In addition, Smith will work with Australian merino wool — including Cool Wool — for his men’s collections to be shown in London for the upcoming spring and fall seasons. The co-branded media campaigns for both seasons will run in print and digital formats, and will be shot this winter.

“I have always been a fan of natural fibers, cotton for shirts and wool for the rest — a good staple diet for a fashion designer,” said Smith. “I’m very supportive of good, solid businesses like all the natural fibers that we need to support around the world.”

This story first appeared in the November 6, 2013 issue of WWD. Subscribe Today.

Smith has worked with the British mill Clissold to develop exclusive lightweight Australian merino wool fabrics that work in hotter climes.

“This has been quite a big project getting Clissold to do this.…The key to it is motivating the designers at the mills to realize that there is all this potential — and a management team or a chief executive officer to let the designers experiment,” he said. For his spring men’s collection, Smith has worked with seven different worsted Cool Wool fabrics woven by European mills.

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