Lafayette 148 debuts Woolmark collection

Lafayette 148 was founded in New York in 1996 with the guiding principle that women deserve beautiful clothing created for women’s needs. The brand has become known for intelligent, understated design, impeccable craftsmanship, premium fabrics, and a modern, New York aesthetic. 

Named after the address in the SoHo neighbourhood where the brand was initially located, Lafayette 148 has grown into a global brand with 36 boutiques and outlets across North America and China. Its garments are also available in luxury stores including Bergdorf Goodman, Neiman Marcus, Nordstrom, Bloomingdales, as well as hundreds of high-end specialty boutiques across North America. It also ships internationally. 

In 2008, Lafayette 148’s manufacturing was relocated to a state-of-the-art production facility in Shantou, China, which enables the brand to guide every step of production from design to final garment. Still headquartered in New York, today the company employs more than 300 people in the United States and 1,000 worldwide.  

New Woolmark-certified collection 

Lafayette 148 prides itself on uncompromising quality and its use of luxurious materials. Merino wool is a favourite fibre of the brand which it prizes for its soft, light handle, and its breathability that provides seasonless versatility. 

It was a natural progression for Lafayette 148 to partner with Woolmark and launch a Woolmark-certified Merino wool collection. The new Autumn/Winter collection uses superfine Merino wool in sharp tailoring, reversible outerwear and lofty knitwear. It comprises 32 pieces including dresses, skirts, pants, shirts, jumpers, coats and blazers, plus a beanie and snood.

A selection of garments in Lafayette 148’s inaugural Woolmark-certified collection. 

Each piece proudly carries either Woolmark’s Pure New Wool logo (100% wool content) or its Wool Rich Blend logo (50% or more wool), signifying the garments have passed Woolmark’s rigorous testing for quality. 

“We’ve always sourced our wool from the finest mills in the world, so it’s very exciting to offer even further transparency of its unparalleled quality."
- Emily Smith, Creative Director of Lafayette 148 

Lafayette 148 is promoting the collection through a digital and social media campaign. This includes a landing page on the brand’s website containing information and visuals about the wool fabrics used in the collection, the benefits of Merino wool, and the meaning of Woolmark certification. The home page of the website also includes a promotion of and link to a Wool Shop page at which customers can purchase the garments online. Lafayette received in-kind support from Woolmark to help with the collection’s promotion. 

Lafayette 148 and Woolmark are now working on Woolmark-certified Resort 2025 and Spring 2025 collections. 

Retail training about wool to Lafayette staff 

Earlier this year, prior to the launch of the collection, Woolmark engaged with Lafayette 148 to develop a comprehensive retail education program for the brand’s floor staff and managers.  

The program consisted of Woolmark staff providing an in-person presentation of the company’s Wool Appreciation Course, plus delivery of a bespoke six-part video series covering topics such as sustainability, wool care, the Woolmark Certification Program, and common customer questions.  

Woolmark also provided Lafayette 148 staff with wool factsheets and a customised Wool Care Guide that related to the brand’s wool collection. 

More information: www.lafayette148ny.com/woolmark 

This article appeared in the December 2024 edition of AWI’s Beyond the Bale magazine. Reproduction of the article is encouraged.