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Alexander Wang is doing it, Marc Jacobs is doing it too, Donna Karan, Victoria's Secret and Versace are all doing it. Merino, the well-kept super-soft secret from down-under, is the talk of the town and is here to stay.
Long gone are the days when wool was a hidden piece of clothing only meant to keep you warm. It now has a place in every woman's closet - and in her children and husband's too.
Being both fashionable and comfortable, it's really no wonder that merino is here to stay and has become a staple piece in fashion styling.
Designers and fashion-lovers alike are experiencing a growing passion for merino - even in sunny places like LA, where we see a lot of celebrities and fashionistas, from Rihanna and Madonna to Victoria Beckham and Alexa Chung, cozying up in merino.
Its natural softness and durability makes merino one of the most versatile and eco-friendly fibres to work with.
In today's fashion world, where 'slow fashion' is becoming more popular, designers love the fact that merino wool can be stylish and functional - fashion's secret sauce!
“I have worked with wool all my life as a designer. There’s so much more to it than knitwear – it’s an amazingly versatile material and can be used in so many different ways from chic to rustic.” - Donatella Versace
Here are a few reasons why designers love merino and why you should too, especially given the fact that, within 4 weeks, we'll be heading into the in-between season and you'll want your children to stay dry, warm and comfortable in any weather:
cool in summer, warm in winter
Merino fibre actively regulates temperature, forming a micro-climate around your child's body and always retaining the optimum safe temperature.
super soft against skin
Itchy wool is a thing of the past. Merino fibre measures below the threshold where itch occurs, giving it a luxuriously soft feel.
See what designers and fashionistas are talking about - shop merino essentials here
