HOW TO USE THIS ONLINE MAGAZINE
by clicking the arrows at the side of the page.
by clicking anywhere on the page. A slider will appear, allowing you to adjust your zoom level.
and move the page around when zoomed in by dragging the page.
and return to the original size by clicking on the page again.
by entering text in the search field and click on "In This Issue" or "All Issues" to search the current issue or the archive of back issues
a PDF of this magazine.
by clicking on thumbnails to select pages, and then press the print button.
a page via email, Facebook, Twitter and more.
TO VIEW PREVIOUS EDITIONS
, click the
button at the bottom of the screen.
Beyond the Bale : September 2014
OFF FARM 7 The August edition of British Vogue devoted 16 pages of its Autumn/Winter catwalk issue to the beauty of Merino wool in a seaside fashion spread, featuring apparel from well known international fashion labels such as Victoria Beckham, Vivienne Westwood and Alexander Wang. The UK remains one of the most important and dynamic markets in fashion apparel, in both marketing and manufacturing terms. The feature is running as part of AWI’s Merino Wool. No Finer FeelingTM fibre advocacy campaign, which aims to inform a new generation of consumers – and the fashion community – about the natural attributes and benefits of Merino wool. The campaign continues to establish Merino wool as the fibre of choice for fine, contemporary fashion. Titled ‘Enduring Love’, the 16-page feature has been inspired by earth and sea and, interestingly, reflects the Cinque Ports theme that was contained in AWI’s The Wool Lab for Autumn/Winter 2014/15, which presented austere but fascinating places on the shores of the English Channel. The feature also celebrates the 50-year anniversary of the famed Woolmark logo. “Woolmark has stayed at the forefront of fashion evolution...the Woolmark symbol is a guaranteed luxury,” says Vogue. “Nothing quite beats the feeling of slipping on a love- worn sweater or an enveloping coat that has the esteemed Woolmark sewn in as a sign of high standards. “Instantaneous comfort is guaranteed, satisfaction is achieved and memories are evoked.” Wool’s presence as a fibre for all seasons is shown, with British Vogue illustrating a Victoria Beckham coat as a perennial must-have piece. “A coat for every season is that elusive item that we search for with persistence...this Merino coat keeps your internal thermometer constant, so belt up come rain or shine.” With photographer Yelena Yemchuk behind the lens, stylist Agata Belcen explores the breadth of texture and finishes that can be achieved using Merino wool. Woven, knitted, brushed, felted, shearling and even a modern take on tweed all feature in the spread, a whimsical journey to the seaside. The companion video brings the dreamy ambience of the Vogue spread to life as the heroine of the piece pensively takes in the vista and frolics on the beach in luxury apparel and a blanket wrap, evoking next-to-skin comfort in a Marilyn Monroe reminiscent carefree style. The feature has a digital presence on British Vogue’s website and a competition held by The Woolmark Company, British Fashion Council and Vodafone gave British Vogue readers the chance to win VIP tickets to Vodafone London Fashion Weekend. And, as British Vogue says, the appreciation for these luxurious pieces knows no end – a love affair with Woolmark is one for life. • The UK edition of Vogue has collaborated with AWI and internationally renowned fashion designers to promote Merino wool in the August edition of the magazine. • The feature also celebrates the Woolmark brand’s 50th anniversary, stating a love affair with Woolmark is one for life. • The 16-page feature titled Enduring Love is part of AWI’s Merino Wool. No Finer FeelingTM fibre advocacy campaign. BRITISH VOGUE'S ENDURING LOVE FOR MERINO WOOL An image from the 16-page feature in British Vogue showcasing commercially available Merino wool apparel, published as part of AWI’s Merino Wool. No Finer FeelingTM fibre advocacy campaign. MORE INFORMATION www.merino.com/enduring-love