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Beyond the Bale : December 2016
As part of the Campaign for Wool, more than 60 high-end brands have come together in the name of wool, celebrating Wool Week in Japan. Iconic department store Isetan was the main hub of activity, with its Shinjuku store strategically placing quirky wool-themed installations and point-of-sale displays throughout the seven floors of its two buildings. Mitsukoshi Ginza store, one of the oldest and most revered department stores in Japan, also hosted dedicated wool corners and installations, with visitors having a chance to experience life on an Australian farm thanks to virtual reality headsets. Across these two premium department stores, 7,000 Campaign for Wool swing tickets were applied to wool and wool-rich garments. In addition, campaign point-of- sale material and digital signs promoted the natural, renewable and biodegradable benefits of wool. British menswear designer duo and 2015/16 International Woolmark Prize finalists Agi & Sam joined the activities, starting with the launch event of their Autumn/Winter 2016 wool-rich collection in Isetan. Agi & Sam designers Sam Cotton and Agi Mdumulla were also ambassadors for the Campaign for Wool, engaging with the future makers and shakers of fashion. Agi & Sam met graduate students of the prestigious Bunka Fashion College – ranked the second- best fashion school in the world in 2015 – as well as students of ESMOD, the largest foreign fashion school in Japan, to share insights, experiences and inspiration. During the week, a team of six fashion-savvy CELEBRATES ALL THINGS WOOL JAPAN Addition Adelaide and The Park•Ing Ginza. Other brands to join in the Wool Week Japan celebrations included Ermenegildo Zegna, Cerruti, Hackett London, Dormeuil, the Sanyo Shokai Group with its Paul Stuart and Crestbridge brands, the Onward Group with its J-Press brand, Nano Universe, as well as hip Japanese designers Facetasm, N. Hoolywood, Discovered and John Lawrence Sullivan. Influential social media personalities posted photos of themselves visiting the stores supporting Campaign for Wool, such as this one at the Mitsukoshi Ginza department store that hosted dedicated wool corners and installations. One of the quirky wool-themed displays in the iconic Isetan department store in Shinjuku, Tokyo. Japanese digital influencers visited some of the partners’ stores and a social media competition was run on Instagram to further boost digital engagement. Japanese fashion website The Fashion Post hosted a dedicated blog on the benefits of wool and showcased its favourite 30 wool products form brands including Issey Miyake, Mihara Yasuhiro, Tomorrowland, H by United Arrows, 6 OFF FARM
In the Shops - March 2017