Fashion Designer Alexander Wang is the new face of the Woolmark Company’s new "No Finer Feeling" campaign for Merino Wool, which was shot by Annie Leibovitz.

Wang uses Merino wool in his brand’s Fall/Winter 2013 collection and is championing the benefits of Merino wool as a luxury fibre. “I have used Merino wool since I first started designing so collaborating with Woolmark was a natural fit for me,” said Alexander Wang. “Wool has strong environmental credentials, and it feels modern, and relevant.”

For the two season partnership, select pieces of Wang’s Fall/Winter 2013 and Fall/Winter 2014 collections will include Merino wool and carry the Woolmark logo, which guarantees the fibre content and performance of the garment.

The advertisements are part of a bigger branding campaign which aims to position Merino wool as the fibre of choice for the world’s leading designers and brands.

“We are thrilled to be collaborating with the celebrated designer Alexander Wang whose modern sensibility and innovative designs exhibit the beauty of Merino wool,” says Stuart McCullough, CEO of Australian Wool Innovation, parent company of The Woolmark Company. “His ability to think differently embodies our ethos of exploring the boundless potential and versatility of wool in fashion designers’ creations.”