Marcia Patmoswon the prestigious Woolmark International Prize in Beijing earlier this year, adding $100,000 prizemoney to her earlier success at regional level, worth $50,000. A bigger reward for her brand is access to top retailers around the world.

Woolmark, which represents 25,000 woolgrowers in research, development and marketing, co-hosted the launch with David Jones at Ahgunyah, where in 1905 Charles Ernest Prell settled and began experimenting to improve the land. Today, Mr Prell's grand-daughter Sally McLean, her husband Angus, their daughter Carina Doran and husband Andrew run 12,000 merino sheep.

The last time Mrs McLean scrubbed up the combination shearing/machinery shed was for her mother Mary's 80th birthday, and this time around she was as happy preparing for a special event.

"It is tremendous promotion and recognition, even more so, recognition of merino wool as a product that can be turned into the most beautiful, fine quality fabric and in fabulous designs," Mrs McLean said.

Choosing only natural cotton, cashmere, wool and silk, Patmos has been captivated by merino wool's creamy pale colours and versatility. She says her travel-inspired Merino collection is suitable for a summery day in Sydney, or for a cold, chilly night.

"The idea idea of the collection was a travel wardrobe for a woman who is about to go on a big trip to five or six countries, all different climates, maybe it's Morocco, Iceland, London – wherever. And it is for work and a little bit of pleasure on the side. Everything just needs to look great."

Patmos pictures a creatively minded woman wearing her clothes, which doesn't mean that woman can't be a lawyer, or someone like a doctor – busy, cultured and curious. "She has to go straight from the airport to a meeting, maybe on her day off she can go to the track, everything is kind of mix and match."

Patmos says everything looks chic in her winning collection. "In the end my collection did fit exactly in one suitcase, which was kind of on purpose/an accident and it worked out that way."

Her colours are chosen so as anything can be pulled from a suitcases and be mixed and matched together. "And I do love the idea of just using the natural colours. There's a tiny shot of orange here and there, like on that one cuff, and when I do things I have a little shot of metallic, for the most part it was all natural, there's a little shot of green somewhere."

Patmos says her clothes are for every occasion. "People are busy these days, people don't have time to go home and change," she said.

Woolmark's marketing and communications general manager Melissa Grace says no one tells the fine wool story better than designers. "We give them a platform to show the world. Designers are the buyers of the future," Ms Grace said.

Italian men's suits have long driven the premium end of the wool industry, but Woolmark believes women's wear has the most potential for growth, especially in clothes for sport and leisure.