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Beyond the Bale : December 2014
OFF FARM 5 WOOL IN VOGUE As a preview to Vogue Fashion Night Out, Vogue Paris produced an eight-page promotion of wool in its September VFNO supplement edition. In addition, Vogue Paris Hommes produced a four-page promotion of wool in its September edition. “As Vogue, in partnership with The Woolmark Company & The Campaign for Wool, celebrates fashion in the heart of Paris, wool proves that it is synonymous with out-and-out style ... and the height of fashion,” Vogue says in both features. “This natural, renewable, time-honoured fibre plays a vital role in the world of fashion and design, shaping today’s and tomorrow’s trends, and adapting to every look, from casual cool to the ultimate in elegant sophistication. And this season, it’s making its mark as an absolute style must-have.” Featuring outfits by IRO, Zadig & Voltaire, Sandro, Michael Kors, Maje and Gerad Darel, two complementary videos were also produced to further show-off the key looks. WOOL IN VOGUE - AGAIN! AWI’s Merino Wool. No Finer FeelingTM fibre advocacy campaign continues to align the natural benefits of the fibre with premium retailers, fashion brands and consumers. The latest collaboration sees AWI team up with Vogue Paris for its October edition, celebrating Merino wool with an eight-page fashion feature that sets five French designers firmly in the spotlight. Iconic designers Jean Paul Gaultier, Christophe Lemaire, Maison Martin Margiela, Lanvin and Isabel Marant have come together to celebrate the important role of Merino wool for autumn/winter. “Wool stirs the feelings. And the Woolmark is the mark of exceptional Merino wool,” Vogue stated in the feature titled Wool Sensation. "The warmth of its touch, the caress of a drape, the soft embrace of the fibre next to the skin: wool fires the imagination for designers and lends itself to their creative visions. From traditional classics to contemporary transgressions, fashion's favourite fibre is reinvented, as wool's soft warmth lights up the runway season after season.” For the exclusive shoot, Vogue Paris selected five wool looks that reflect the artisan skill and expertise of each of the selected labels, in a careful edit that focuses on timeless cuts and the sensuality of the fabric itself. A behind-the-scenes video was also produced, showcasing the five designer wool looks. “Wool has always been a go-to fibre for designers and Merino wool is synonymous with quality and tradition, instantly evoking a feeling of pure comfort,” Vogue stated. AWI, through its Merino Wool. No Finer FeelingTM campaign, works with many well-known designers and fashion houses, helping to promote Merino wool across the world – celebrating the natural fineness and luxury of the fibre. The initiative is a fibre advocacy campaign addressing a new, younger generation of astute shoppers – establishing Merino wool as the fibre of choice for fine, contemporary fashion. MORE INFORMATION http://en.vogue.fr/woolmark2014 présente COMMUNIQUÉ VOGUE N° 951 OCTOBRE 2014 POUR WOOLMARK WOOL SENSATION In addition to the retail aspect of the Wool Week, the popular Left Bank of Paris hosted a series of fun events and activities highlighting the natural benefits of wool. MORE INFORMATION www.campaignforwool.org Cover of the October edition of Vogue Paris COMMUNIQUÉ VOGUE HOMMES présente WOOL APPEAL The cover of the feature on wool in the September edition of Vogue Paris Hommes “The choice of VOGUE” proclaims the Vogue/Campaign for Wool swing tag on wool apparel during the Vogue Fashion Night Out retail festival in Paris. Later in the week along the Left Bank, at Berges de Seine, resident shipping containers known as “Zzz” showcased wool in interior textiles along with a fashion exhibition from influential fashion designers. The newly refurbished BVH Marais department store offered visitors the chance to discover the journey of wool from farm to fashion. From window displays introducing the Campaign for Wool through a photo exhibition retracing the sheep to shop journey and workshops run by the French boutique knitting company Woolkiss, BVH Marais championed the Campaign for Wool’s cause.