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Beyond the Bale : December 2015
8 OFF FARM Since its launch in 2010, the Campaign for Wool has helped build new demand for wool on an international scale. The Campaign was initiated by its patron, HRH The Prince of Wales, to raise awareness amongst consumers about the unique, natural, renewable and biodegradable benefits offered by the fibre. The initiative encourages collaboration between an international community of woolgrowers, major fashion designers, retailers, manufacturers, artisans and interior designers. The Campaign has been instrumental in educating consumers about the versatility of wool, and reconnecting them with its myriad uses – from luxurious fine Merino wool apparel through to beautiful hardwearing interior products for the home. 2015 has seen the campaign’s annual international Wool Weeks being held in key global markets across the world. MORE INFORMATION www.campaignforwool.org INTERNATIONAL WOOL WEEKS CAMPAIGN FOR WOOL NETHERLANDS HIGHLIGHTS 12–18 October At the heart of the Netherlands’ Wool Week celebrations was a glossy 76-page WOOL magazine, containing images of designs – many from Dutch brands with an international distribution – all carefully crafted from wool. All products are available in stores as part of the brands’ Autumn/Winter collections. From high-end fashion to high-performance sportswear, the magazine celebrates the versatility and many faces of wool. 36,000 copies of the magazine were distributed to subscribers of ELLE and Harper’s BAZAAR and were available in participating stores and selected areas during Wool Week. It is also available on AWI’s website www.merino.com/ cfw2015NL for free download. During Wool Week, stores across the Netherlands also held woolly activities, workshops, demonstrations and giveaways, engaging Dutch customers with a unique shopping experience whilst educating them about all things wool. A shot from the WOOL magazine featuring Dutch fashion brand AVELON. A shot from the WOOL magazine featuring UK sportswear brand ASHMEI. An important feature of Wool Week in the Netherlands was the promotion of wool apparel in stores; pictured here is the window display of Hackett in Amsterdam. The WOOL magazine cover was literally unraveled by the European representatives for International Woolmark Prize 2015/16, Nanna van Blaaderen and Jonathan Christopher, at a launch ceremony attended by members of the Netherlands fashion industry and the media.
In the Shops - March 2016