This autumn wool will definitely be in vogue as the fashion bigwigs came together in Milan to celebrate the photographic exhibition entitled “ When Wool is in Fashion”. Created by Vogue Italia  and L’Uomo Vogue in collaboration with the Woolmark Company , the exhibition showcased the works of the best fashion photographers from the archives of Vogue Italia and L’Uomo Vogue featuring wool collections of greatest fashion designers with the artistic direction of Franca Sozzani .

Among the few big important names of the fashion industry who attended the exhibition were Donatella Versace , Paolo Zegan, Pier Luigi Loro Piana, Carla Sozzani , Franca Sozzani . The event was conceived within a wider collaboration between L’Uomo Vogue and the Woolmark Company , that also included the launch of an artistic book , entitled “ The Art Of Merino- An extraordinary Matter” celebrating the infinite qualities and fashion potential of Merino Wool. The book features the incredible fashion photography by Pier Paolo Ferrari , showcasing the wool collections of 10 renowned fashion designers : Dolce&Gabbana , Salvatore Ferragamo , Givenchy , Marc Jacobs , Donna Karan , Lanvin , Missoni ,  Diane Von Furstenberg , Alexander Wang and Thom Browne. These 10 international designers have joined the project to celebrate the excellence and fashion inspiration of Merino Wool , unveiling their own visions and styles through iconic wool pieces and a series of personal and amazing quotes about the fiber.

A special international Campaign has been developed from the images of the book which will be aired in important Vogue and GQ editions from September 2012 in China , UK, Italy , USA and Australia.