SUSTAINABLE MERINO BRAND MCINTYRE LAUNCH A/W 2020 COLLECTION
A vivid alternative to the all-black winter ensemble, for A/W 2020, McIntyre designed a collection that goes against the grain, with a capsule of bright separates in standout colours and exaggerated textures.
From lime green cable knits to chunky yellow cardigans, the collection was designed as an antidote to typical wool-based wear:
"For A/W 2020 we went back to our roots to re-introduce a new set of fun poppy colours into the collection. We want people to see this collection and go away thinking 'I didn't know coloured Merino wool could be so wearable!"
The campaign features Ned's father Richard and his aunt Gillian, who are both direct descendants of the McIntyre's and grew up on the family merino farm.
"The concept behind the A/W 2020 campaign was to bring the McIntyre family heritage to life in a studio setting. We wanted to give the viewer a behind the scenes look into our crazy world where we combine our family's sheep farming history with running a modern fashion brand. To achieve this, we sourced rocks from the family property as props, and led my father and aunt on a virtual hike through the studio."
MCINTYRE's A/W Collection is available March 13, 2020 until sold out, from mcintyremerino.com, NGV Design Store, Modern Classic Shop, Well Made Clothes and select retailers Worldwide including Japan’s Kagure, Loftman and Co and Shinzone.
McIntyre is a family affair, and the idea was quite literally born on the land. Ned and Raquel are married and, spent a year working at the family’s Victorian farm Glenoe upon their return to Australia after living abroad. During this time, the duo contemplated why, in a country where premium wool was in abundance, the majority of raw fibres are shipped overseas, only to be re-imported as fully finished fashion garments.
From everyday basics to statement coordinates, McIntyre's range of quality merino pieces are designed to be mixed, matched and worn throughout all seasons. Not only is this advantageous for the sartorially mindful consumer, its kinder to the planet too, thanks to the inherently sustainable quality of merino wool.
"With McIntyre, we set out to create an iconic Australian brand that champions the fact that in Australia, we grow around 90% of the worlds fine apparel wool. That's why at McIntyre, all of our garments are made solely with Australian Merino wool."
McIntyre’s distinctive approach has seen them picked up by prestigious retailers including Melbourne’s NGV Design Store, The Iconic, David Jones (online) and Well Made Clothes.
- MCINTYRE MERINO retails from $99 - $299.99 AUD
- All knitwear featured in campaign/lookbook imagery is McIntyre, other garments are stylists own
- All product available for stylist/media loans
- Campaign imagery available here
-Flat lay imagery available here
Creative concept: Raquel Boedo
Styled by: Raquel Boedo
Photo credits: Cricket Studios
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FASHION THROUGH THE LENS OF CULTURE SINCE 2008. Multilingual Marketing + PR.