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Beyond the Bale : June 2017
Westfield’s four-month winter campaign supports local retailers, heroing wool in a curated selection of winter apparel and accessories. Marketing imagery for the campaign was shot by Westfield at the beautifully restored Anlaby Station in South Australia, one of Australia’s oldest Merino studs. The campaign features new-season fashion worn by real wool-growing families including Anlaby co-owners Andrew Morphett and Peter Hayward, alongside international fashion model Stephanie Field with her mother, Angela, of Benangaroo Station in NSW – see top image. “I’m proud to be a Westfield ambassador and to share the important story of Australian wool-growing families,” said Stephanie. “This campaign resonates so strongly with me and my family because Westfield and The Woolmark Company are telling the ‘farm to fashion’ wool story, recognising the people who produce one of the most important fibres for fashion worldwide.” Bill Burton, Group General Manager, Brand & Media Experience, Scentre Group which owns Westfield, says: “This season, Westfield and The Woolmark Company have partnered to celebrate a story of Australian provenance, FAST FACTS • Retailers threw their support behind Australia’s seventh annual Wool Week, held last month (13-21 May) to coincide with the start of the winter retail season, with many having in-store events, window installations and online promotions. • An initiative of AWI and its subsidiary The Woolmark Company, Wool Week arose from the global Campaign for Wool that aims to educate consumers about the natural benefits of wool and increase sales of wool product. • The campaign was joined for the second year running by shopping centre giant Westfield which aligned its own Winter 2017 fashion campaign with Wool Week to champion the natural fibre. WOOL WEEK AUSTRALIA Marketing imagery from Westfield’s Winter 2017 marketing campaign, a collaboration between Westfield and The Woolmark Company, which was released in conjunction with Wool Week. Shot at Anlaby Station in South Australia, pictured (left to right) are: Anlaby co-owners Peter Hayward and Andrew Morphett, Westfield fashion ambassador Kitty Callaghan, international fashion model Stephanie Field, Kitty’s brother Monty Callaghan, Stephanie’s mother Angela of Benangaroo Station, NSW, and Stephanie’s twin cousins Macleay and Hudson. A video shot at the Anlaby Merino Stud was played on a giant TV billboard by Westfield in the central atrium of its Bondi Junction store. Westfield shopping centres across the country threw their support behind Wool Week, promoting the initiative alongside the retail giant’s own Winter 2017 fashion campaign, which celebrates Australian wool, the growers who produce it and designers who use it. working together to bring the modern wool story alive. This campaign gives customers inspiration on how to integrate wool into their new season wardrobe, alongside a wide range of winter footwear, accessories and apparel from a number of Australia’s favourite brands, all available at Westfield.” Winter apparel from more than 30 retailers, all available to buy at Westfield shopping centres, are featured in the campaign including Wool Week partners: Bianca Spender, Country Road, Jeanswest, Kookai, M.J. Bale, R.M.Williams, Rodd & Gunn, Saba, Sportscraft, Cue and Trenery. “Following last year’s successful collaboration, The Woolmark Company has once again partnered with Westfield to shine the spotlight on wool this winter retail season,” said AWI CEO Stuart McCullough. “In addition, being able to showcase the best Australian winter fashion on one of Australia’s oldest Merino farms is truly a special and unique story. Anlaby Station represents just one of many wool- growing families across Australia who work tirelessly to produce this precious, innovative and versatile fibre, and we are proud to share this story with consumers across the country. WESTFIELD’S WINTER CAMPAIGN 6 OFF FARM