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Beyond the Bale : December 2015
OFF FARM 11 CHINA HIGHLIGHTS 17–25 October Major Chinese brands showcased their best wool fashion for the upcoming autumn season, with 13 brands proudly supporting the Campaign For Wool, including Croquis, Depot 3, Eachway, Icicle, JNBY, jnby by JNBY, Mark Fairwhale, Masfer.Su, Tina Gia, Upper, White Collar and Yousoku. Fashion-savvy shoppers could also enjoy pop-up stores, special events and product giveaways and were treated to a special wool event with celebrity stylist/ model Li Ai. Adding a unique twist to the Campaign, Wool Week China collaborated with China’s largest jazz festival, the JZ Festival. With world-class musicians and Grammy award winners including Victor Wooten, Joss Stone, Lu Guang Zhong and Shunza amongst the line-up, more than 40,000 people experienced China’s best wool fashion as they listened to the sultry sounds of the world’s best jazz bands. JAPAN HIGHLIGHTS 3–10 November Iconic department Isetan Shinjuku played host to several exciting wool-themed activities, including two surprise performances and the promotion of more than 20 fashion brands working with wool. Shoppers were treated to a virtual trip to Australia, thanks to virtual reality headsets, transporting visitors to a Tasmanian wool-growing property to discover more about Australian Merino wool. A pre-recorded video message by Campaign patron HRH The Prince of Wales was played continuously in store throughout the week, as well as at Matsuzakaya Sakae store during the famous Tweed Run Bishu – where cyclists don their best wool outfits for a group bike ride. With Isetan Shinjuku also being a proud retail partner of the coveted International Woolmark Prize, it was only fitting that 2015 womenswear winner Marcia Patmos was in store to showcase her winning collection alongside 2015 International Woolmark Prize Asia finalist VMAJOR. Celebrated British menswear designer Jeremy Hackett also threw his support behind the Campaign, hosting an invite-only seminar followed by a fitting session for Isetan Shinjuku’s stylish male shoppers. Campaign for Wool marketing collateral in Japan featuring an Australian Merino sheep. The use of digital marketing is an increasingly important component of the Campaign for Wool. The winning International Woolmark Prize collection of M.PATMOS was showcased during Wool Week in Tokyo. The promotion of the Campaign for Wool in the window display of a Tina Gia store in Shanghai.
In the Shops - March 2016