Luna Rossa Prada Pirelli and The Woolmark Company Launch Campaign at Milan Fashion Week

The Woolmark Company and Prada’s iconic sailing team Luna Rossa Prada Pirelli have unveiled a powerfully evocative film at Milan Fashion Week, created in collaboration with socially-led creative agency We Are Social. 

Carrying the strapline ‘Natural Performance’, the fast-paced 45-second film features Italy’s Luna Rossa Prada Pirelli sailing team performing running cycling and sailing activities in their bespoke Merino wool apparel as they train for 37th America’s Cup in 2024. The work is designed to promote the superior technical qualities of Merino wool.

With strategy, editorial, creative, and both pre- and post-production work from We Are Social and its in-house production division We Are Social Studios, the film - including cut downs specific to individual sports and a kit-focussed edit - will feature across social media platforms including Facebook, Linkedin, YouTube and Instagram. The work marks the beginning of a three-year campaign aimed to educate on the performance and eco benefits of Merino wool.

With a target audience of both outdoorsy millennial and Gen Z fashion-lovers and those in the luxury sport and fashion industries, the work highlights not only the technical performance properties of Merino wool but also its strong sustainability credentials. 100% natural, renewable, biodegradable and recyclable, Merino wool is also the most reused and recycled fibre in the world for common apparel fibre types. From the subtle red of Prada to the striking Merino wool apparel put to the test by the Luna Rossa Prada Pirelli sailors (as they train for the 37th America’s Cup in 2024), this work shows Natural Performance in action. 

“We have been delighted to engage We Are Social to illustrate that come rain, hail or shine, Merino wool is the added element needed to unlock infinite potential,” says The Woolmark Company Managing Director John Roberts. “Our ongoing technical partnership with Luna Rossa Prada Pirelli not only defines this, but has been brought to life to a wide audience thanks to this creative piece of work."

Simon Richings, Executive Creative Director, We Are Social, commented: “We're excited to bring two iconic brands together in this film, and show how Merino wool’s technical properties help athletes stand up to the challenges of sport and the natural elements. Also very satisfying for We Are Social to oversee the whole campaign from ideation to production, via We Are Social Studios.” 

Alice Gatti, one of the film’s directors, said: “The Luna Rossa team is a rare combination of world class athletes that go through intense training across various disciplines - we wanted to show the grit and determination of their regime while highlighting how the Woolmark textiles adapts and supports these athletes, through all conditions. Collaborating with We Are Social has been an incredible experience, providing us with continuous support and guidance while putting a lot of trust in our ability to bring the vision together. This project was a true collaborative effort.”