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Beyond the Bale : December 2014
6 OFF FARM China hosted its third annual Wool Week in October, placing a strong emphasis on retail along with two high-profile magazine features showcasing to consumers the origin of wool. The Campaign for Wool in China is part of a global endeavour initiated by its patron, His Royal Highness The Prince of Wales, to raise awareness amongst consumers about the unique, natural and sustainable benefits offered by wool. During Wool Week, Condé Nast (the owner of Vogue and GQ) and AWI, together with eight high-profile apparel brands, held a Campaign for Wool event at Super Brand Mall in Shanghai to provide an opportunity for consumers to learn more about and purchase the brands’ wool products. These same brands also featured in a stunning photo shoot in the November editions of Vogue China and GQ China, shot on location at Wyvern Station near Hay, NSW (see pages 40-41). The 500 square kilometre woolgrowing property provided the perfect backdrop for the photo shoot, which saw top Chinese models Emma Pei and Hao Yun Xiang travel to rural Australia to highlight where Merino wool comes from. Pei showcases the natural aesthetic of wool in the promotion titled ‘Wool in Vogue’, featuring five wool looks, while Xiang’s promotional shoot, titled ‘The Charisma of Wool’, featured four looks. “Natural, renewable, biodegradable – Australian Merino wool is regarded as one of the finest and softest wools produced worldwide,” Vogue China says in the feature. “The vast area of the farm in New South Wales, Australia, has an old-world and natural atmosphere, and Australian Merino wool with its reputation as ‘the slenderest and softest wool in the world’ can be found here,” says GQ China. • Vogue China and GQ China, in partnership with the Campaign for Wool, featured wool apparel from leading Chinese brands in their November editions. • The photo and film shoot was at Wyvern Station near Hay, NSW, highlighting to consumers wool’s journey from farm to fashion. • During Wool Week in China, the same leading brands also participated in a retail showcase held at one of Shanghai’s largest shopping malls. CAMPAIGN FOR WOOL CHINA FROM SHEEP TO SHOP MORE INFORMATION www.merino.com/campaignforwool STUDIO 摄影:NICK LEARY 执行创意总监:GRANT PEARCE 设计:ALEX ANDER CHOW 时装编辑:JAC KY TA M 文 字:SHERISA 具备着天然、可再生分解特性的澳洲美丽诺羊毛 (Merino Wool),一直被 视为是 世界上极纤细和极柔软的羊毛材质。2014 Vogue Studio,透 过 名 模 裴 蓓 的 步 伐 , 探访澳洲新南韦尔斯农场,在原始的大自然中找寻美丽诺羊毛踪迹,同时携手 中国知名设计师品牌,展演今年秋冬优雅与纯粹的羊毛时装风采。 纯粹风尚 美丽诺羊毛驼 色圆帽、长板 大衣与印花毛衣 均为EIN 服装:EI N、 JNBY、ICICLE, MARISFROLG 场地: WY VERN WOOLSHED The opening spread of the six-page promotion of wool in Vogue China, in partnership with the Campaign for Wool, shot on location at Wyvern Station near Hay, NSW. STUDIO 美丽诺羊 毛宽松长衫 ICICLE 美丽诺羊毛条紋 式大衣与洋装 均为EIN Merino wool striped coat and dress by Chinese brand EIN, as featured in Vogue China (left) and available for purchase in EIN stores in China (right). 广袤的澳大利亚新南 韦斯农场,洪荒自然的氛围 令人神往,被誉为“世界上 极纤细和极柔软的天然纤 维”——澳大利亚美丽诺羊 毛(MerinoWool)便可在 此觅得踪迹。极致精良的美 丽诺羊毛供以最暖人心的温 存,其可再生、可生物降解 等特性为冬日男装平添时髦 与实用双重功效。来到2014 秋冬,名模郝允祥演绎被赋 予轮廓、体量以及花色的美 丽诺羊毛的全新组合,并且 携手中国备受关注的知名设 计师品牌,让温润儒雅的绅 士模样跃然纸上。 创意策划:GQIMC摄影:NICKLEARY亚太区创意总监:GRANTPEARCE资深服装编辑:JACKYTAM模特:郝允祥 The Charisma of wool 左页 迷彩外套 黑色长裤 高帮运动鞋 均为Trendiano 右页 灰色羊毛毛衣 Croquis 暖冬风尚 Woolmark v1.indd 2-3 14-10-23 下午2:45 Sweater by Chinese brand Croquis, as featured in GQ China (left) and to consumers at the Super Brand Mall in Shanghai (right).