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Beyond the Bale : March 2017
China’s most fashionable and talented women have showcased the best of the new season’s Merino wool collections to help increase demand for the fibre. AWI, in collaboration with T Magazine China, has created a striking new campaign, called ‘Her Era, Her Power’, to promote the naturally inspiring benefits of Merino wool to Chinese female consumers. Enlisting the help of some of China’s most inspiring women – Olympic gymnast Liu Xuan, supermodel Pei Bei and actress Chen Ran – the campaign showcased the standout wool looks from the autumn/ winter 2016 collections of 10 Chinese brands and designers. Unveiled as part of an exhibition in Beijing, the photographic series demonstrates the versatility of Australian-grown Merino wool and its natural properties – its technical brilliance, multi-faceted application, and luxuriousness – as worn by the leading women in their respective fields. Like the fibre itself, these talented women are each dynamic, versatile in their careers and inherently stylish. The three Chinese HER ERA, HER POWER influencers have more than seven million followers between them on their social media accounts, helping to spread the campaign amongst Chinese consumers. The photos from the exhibition were also displayed in their corresponding brands’ shops – which included Chloe Chen, JNBY, EIN, ICICLE, Marisfrolg and Song of Song – to help influence shoppers to buy the Merino wool collections. “The ‘Her Era, Her Power’ photo series captures the refinement, elegance and authenticity of these women, who have in turn beautifully expressed the timeless appeal of wool,” explained AWI’s Country Manager, China, Jeff Ma. During the exhibition’s launch event, AWI hosted a panel discussion with the female influencers featured in the campaign. The conversation focused on how contemporary women are changing the world, giving rise to the theme ‘Her Era, Her Power’. Supermodel Pei Bei, actress Chen Ran and Olympic gymnast Liu Xuan with host Linda Li at the ‘Her Era, Her Power’ launch in Beijing. Exhibition photo of actress and model Chen Ran wearing a Chloe Chen wool denim top. Exhibition photo of Olympic gymnast and actress Liu Xuan wearing a wool dress from ICICLE. Supermodel Pei Bei in front of an exhibition photo of her wearing a Marisfrolg wool dress. 18 OFF FARM CHINA PROMOTION:
In the Shops - March 2017