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Beyond the Bale : December 2014
4 OFF FARM • This year France – one of the most important consumer markets for fashion and wool – held its biggest Wool Week yet as part of the Campaign for Wool. • The highlight was the partnership with the hugely popular Vogue Fashion Night Out retail and fashion showcase in Paris, which helped align retailers including the iconic BVH Marais with premium fashion brands all in the name of wool. • As well as the important retail aspects of the campaign, events were held along the Left Bank in Paris to educate students andconsumers about the natural benefits of wool. France has held its biggest Wool Week in the fashion capital of the world, bringing the Campaign for Wool to the City of Light, Paris, and urging consumers to ‘Live Naturally and Choose Wool’. Now in its fifth year, the Campaign for Wool, of which His Royal Highness The Prince of Wales is Patron, is a global campaign that aims to encourage manufacturers, retailers and designers to choose wool and, in turn, educate consumers about the fibre’s environmental benefits. Against the backdrop of the iconic Eiffel Tower during September, wool was showcased to fashionistas at the famed Vogue Fashion Night Out (VFNO) retail festival, to the general public during activities on the Left Bank, and to shoppers at the BVH Marais department store and other retail outlets across Paris. During VFNO, the stores around the iconic Rue De Faubourg St Honoré were packed with shoppers buying essential wool pieces from the new Autumn/Winter collections of the many participating brands and retailers in the festival, including Campaign for Wool fashion supporters such as Gerard Darel, IRO, Maje, Michael Kors, Sandro, Tricot St James and Zadig & Voltaire. In the heart of the VFNO action a special wool garden, complete with two sheep pens, in a typical Australian pastoral landscape, provided a calming spot for shoppers. Dutch supermodel Saskia de Brauw and Vogue Paris editor-in-chief Emmanuelle Alt dropped by to see the sheep and commented that AWI and Vogue were perfect partners. “I think [the collaboration tonight] is great, I think it is fun, and Paris needs these kinds of things. I think sometimes we (Paris) are like a too serious city and tonight it shows that people are having fun in the streets and we love it,” Alt said. “I think that [the Woolmark brand and Vogue Paris are] two labels that should be together, they work very well together, it's like we have both a strong past and great future.” Emmanuelle Alt PARIS LIGHTS UP FOR CAMPAIGN FOR WOOL During Wool Week, wool apparel was promoted in shop windows across Paris, with the accompaniment of Campaign for Wool branding. This shop window is at the BVH Marais department store. Supermodel Saskia de Brauw with Vogue Paris editor-in-chief Emmanuelle Alt during their walkabout at Vogue Fashion Night Out.