The general consensus goes that sheep are not just that cool. They have a way of standing around in packs and instead of looking edgy or intimidating they just look like scraggy filthy clouds. Sure they add to the escapist appeal of a bucolic landscape when viewed from far away, but get up close to them and it’s another story. They don’t even have anything remotely interesting to say.

But somebody’s decided to give sheep a chance. Enter Alexander Wang, the complete opposite to sheep. Black-clad, aloof, and so edgy he’s probably never even chewed a blade of grass in his life, he was the perfect candidate to bring sheep into a new era of cool.

The designer has been tapped by Woolmark for their latest campaign, Merino Wool. No Finer Feeling, which promotes the use of the ethical fibre in fashion, and will be rolled out in glossy magazines across the globe throughout the coming season. Shot by Annie Leibowitz in a dark and menacing urban setting in New York, the pictures show Wang glowering with intent alongside the sheeps' representative.

Needless to say the casting for the right sheep to pose alongside Wang went on for weeks, but eventually the team found one that fit the ‘gritty’ and ‘nonchalant’ description that’s sure to turn the tide of opinion against sheep, and position Merino wool as the fiber of choice for the world’s leading designers and brands.