Mark Cavendish and Louis Smith feature in GQ wool special photoshoot

Mark Cavendish and Louis Smith are among the athletes taking part in a "wool power" photoshoot for GQ to raise awareness of the use of merino wool in activewear and sports luxe apparel.

Mark Cavendish and Louis Smith feature in GQ wool special photoshoot

The Woolmark Company has partnered with the Condé Nast title to create the photographic portfolio which shows top athletes in the fabric from various designers such as Ralph Lauren.

GQ Video will also create three films with the sportsmen. The first one is about what ballet and boxing have in common and feature the Royal Ballet’s Eric Underwood and boxing champion Conor Benn.

Vanessa Kingori, publisher at GQ, said: "This project is another great example of how GQ is creating compelling content by leveraging our influence and strong relationships with notable talent with forward thinking brands.

"Woolmark have long been close collaborators and have proved the perfect partners for our aspiration to bring this story to life across multiple platforms."

The portfolio will be available in the January issue of GQ available today and the images have been shot by Matthew Shave.


Become a member of Campaign from just £88 a quarter

Get the very latest news and insight from Campaign with unrestricted access to, plus get exclusive discounts to Campaign events.

Become a member

What is Campaign AI?

Our new premium service offering bespoke monitoring reports for your company.

Find out more

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an alert now

Partner content