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Beyond the Bale : March 2016
16 OFF FARM Window displays at Berlin’s KaDeWe store are showcasing wool-rich apparel created as part of The Berlin Wool Lab Project. AWI’s ‘The Berlin Wool Lab Project’ has helped connect some of the most exciting up-and- coming design talent in Germany with the world’s top Merino wool spinners and weavers, inspiring the designers to use the premium fibre in their collections for Spring/Summer 2016. THE BERLIN WOOL LAB PROJECT KaDeWe Managing Director Nico Heinemann with AWI Global Strategic Advisor Peter Ackroyd. Since the launch in 2011 of The Wool Lab – AW I’s biannual sourcing guide to the world’s best commercially available wool fabrics and yarns – hundreds of textile and fashion professionals across the globe have been informed about the premium quality of Australian Merino wool. A recent complementary AWI initiative – The Berlin Wool Lab Project – has seen 12 of Germany’s top emerging design talents be inspired by The Wool Lab and choose innovative Merino wool fabrics for outfits in their Spring/Summer 2016 collections. The designers were selected to participate in the project in February last year, under the guidance of leading fashion journalist Melissa Drier. AWI offered its support in connecting the designers with the spinners and weavers to obtain their preferred fabrics from the Spring/ Summer 2016 edition of The Wool Lab – an edition that demonstrates the trans-seasonal properties of Merino wool. The chosen designers developed their Merino wool fabrics into outfits which were showcased in the windows and in-store at Berlin’s KaDeWe – the largest department store in Continental Europe – for three weeks in February 2016. The outfits are available for purchase through the designers’ own websites and retail channels. “Independent designers often have difficulties sourcing high quality textiles,” Melissa Drier said. “The Wool Lab for Spring/Summer 2016 not only excited me with its innovative wool developments, but it has been a great vehicle to connect designers to top mills and help get more wool on the Berlin runway. “The Wool Lab makes it clear that modern Australian Merino wool is just that: modern! Innovative weavers and spinners all over the world have been stretching the technical limits of Merino wool via new finishes, blends, and exciting, out-of-the-box thinking.” AWI CEO Stuart McCullough said The Berlin Wool Lab Project has been successful in connecting the design talent with top spinners and weavers, allowing them to access and discover the best of Merino wool. “This is very much the mission of The Wool Lab, particularly as we see a significant number of designers and brands seeking to reference both weavers’ archives and their latest innovations, as provenance and authenticity play an ever increasing role in men’s and women’s fashion,” he said. “The Wool Lab ultimately aims to increase the demand for Merino wool, which is to the benefit of Australian woolgrowers. “AWI was proud to have support for The Wool Lab Project from KaDeWe which kindly offered the store as a promotional platform for Merino wool to reach an enormous consumer audience.” MORE INFORMATION www.woolmark.com/thewoollab
In the Shops - March 2016