Vogue UK reported that Helmut Newton’s photography agent Tiggy Maconochie, who now manages the Helmut Newton Estate, launched new new knitwear label Garzon, named after a ‘ghost town’ in Uruguay.

Garzon was conceived after an “exotic, romantic epiphany,” following a trip to South America.

“The countryside in Uruguay is very elegant,” she told us. “A lot of designers go there to have their knits made, such as Stella McCartney and Marc Jacobs. It’s such beautiful, soft wool. This was about me communicating my love of the country and its knits in a different way.”

Humans have been wearing wool for the past 1,000 years, explains Maconochie, but the fiber isn’t celebrated. She intends to rewrite the story, infusing wool with a strong sentiment of sensuality. The photographs of Garzon’s first collection accomplish wonders in communicating that story.