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Beyond the Bale : March 2017
Designers Jimit Mistry (second from left) and Karishma Jamwal (second from right) with popular television celebrities Shravan Reddy (left), Ekta Kaul (centre) and Ruslaan Mumtaz (right) on the runway at a special showcase wool seminar in front of high-profile media publications, retailers and manufacturers. Highlighting the significance of Australian wool to the Indian textile industry, AWI’s latest promotion in India positions Merino wool as the ultimate ingredient in luxury fashion. AWI’s subsidiary The Woolmark Company has undertaken a marketing campaign titled ‘Grown in Australia, Made in India’ that highlights to Indian consumers the origins of Australian Merino wool and also the craftsmanship of the artisans in India that use the fibre. The campaign brought together a number of Indian fashion designers, each creating wool-rich collections to be commercialised by major retailers. Acclaimed Indian fashion designer Rajesh Pratap Singh collaborated with the ‘Bhuttico Weavers’ – a cooperative of handloom weavers based at Kullu in the foothills of the Himalayas in northern India – to present a Merino wool menswear and womenswear collection. This exclusive collection focussed on the rich legacy of the Bhuttico Weavers and comprises a mix of jackets, dresses and shawls, each highlighting Singh’s signature minimal aesthetics and intense construction. “I love the versatility of Merino wool, especially since it’s so easy to work with and supports various techniques and blends,” explained Singh. “I am extremely passionate about the handloom industry as it is the primary source of my inspiration. Owing to our country’s rich heritage each state adds another dimension of culture which is also captured beautifully by our weaves. I am ecstatic to partner with Bhuttico to create this special collection and thank you to The Woolmark Company for helping us to elevate this to a global level through the ‘Grown In Australia, Made In India’ initiative.” The campaign also brought together industry insiders and high-profile media publications at a one-day wool seminar, in partnership with India Fashion Forum, with Honourable Textile Minister Smt. Smriti Irani, Australian Deputy High Commissioner Mr Chris Elstoft and India’s leading retailers and manufacturers in attendance. “The farm to fashion journey truly highlights how Merino wool can beautifully be transformed into fashion pieces here in India,” explained Textile Minister, Smt. Smriti Irani. “We encourage the use of wool as a natural fibre as we aim to promote the Indian wool industry. This natural and biodegradable fibre is easy to tailor, which makes it a popular choice for most manufacturers and retailers in India. Bringing these two forces together, this event served as the perfect platform for exploring the different opportunities available in the wool industry. I am sure that this endeavour will spur growth of the Indian textile industry.” Designers Karishma Jamwal and Jimit Mistry each presented a fashion show for Ambassador Shawls and OCM, respectively, showcasing a mix of wool jackets, dresses, shawls and suits. “Wool as a fabric is extremely versatile, allowing various shapes to be beautifully executed,” said Jamwal. “The common perception of wool is of clean, classic cuts. Therein was the challenge for me to give this fibre an edgier feel. Consciously staying away from clean simple lines, I wanted this very versatile fabric to convey a language that was artful and bohemian.” MADE IN INDIA Popular television celebrities Shravan Reddy, Ekta Kaul and Ruslaan Mumtaz walked the runway for the designers, while elaborate wool installations and panel discussions with industry experts highlighted the eco-credentials of wool and the farm to fashion journey. The exclusive Merino wool collections created by Rajesh Pratap Singh, Karishma Jamwal and Jimit Mistry are available to buy now through Bhuttico, Monte Carlo, Ambassador Shawls and OCM. Yarn made from Australian Merino wool is used by the Bhuttico Weavers who are based in the foothills of the Himalayas in northern India. OFF FARM 19 GROWN IN AUSTRALIA,
In the Shops - March 2017