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Beyond the Bale : September 2017
10 OFF FARM AWI has entered a two-year strategic partnership with Chinese luxury department store Lane Crawford, to bring forward-thinking designs in wool direct to consumers. The first two collections in the collaboration were athleisure collections, launched in July with Chinese fashion designer Helen Lee and activewear brand Particle Fever. Athleisure is a term used for activewear that can be used for non-active and casual, everyday use – with a modern, comfy and stylish look. Merino wool’s ability to combine comfort and flexibility with casual elegance makes it well placed to cater to this growing market. Under the theme of ‘Fitness x Fashion’, the two collections were made available exclusively in Lane Crawford stores across China and Hong Kong, as well as online for shipping worldwide. The campaign features Chinese supermodel and fitness enthusiast He Sui. AWI’s subsidiary The Woolmark Company also offered extensive training to Lane Crawford retail staff, ensuring they were well-versed in the performance benefits of wool along with how to care for the products, so they could inform their customers and influence their purchasing decisions. Lane Crawford is a global luxury fashion, beauty and lifestyle department store that offers the largest designer portfolio in Greater China. Based in Hong Kong and China, yet with a truly global perspective, the department store has a unique take on luxury that draws from more than 160 years’ success. “As part of Lane Crawford’s commitment to supporting emerging Chinese talent and design innovation, we are excited to be collaborating with The Woolmark Company on two worldwide exclusive collections with designers Helen Lee and Particle Fever,” said Lane Crawford Chief Brand Officer Joanna Gunn. “These capsules incorporate Merino wool into innovative and technical athleisure pieces that showcase the versatility of the sustainable fibre and its importance to the future of fashion.” As the line between fashion and function continues to blur, globally renowned Chinese department store Lane Crawford has recruited two leading brands to deliver exclusive athleisure collections made from Australian Merino wool. LUXURY ATHLEISUREWEAR IN CHINA Supermodel He Sui wearing one of Particle Fever’s designs. HELEN LEE With the theme of Work Out Work, Helen Lee’s collection aimed to motivate urbanites to get moving and aspire towards a healthier, balanced lifestyle. Her layered looks combine modern prints in contrasting colours, such as bright yellow and grey, while the use of lightweight and versatile Merino wool fabrics make each garment easy to combine and extremely comfortable to wear. The collection includes sweat-tops, leggings and work out pants. “The fabrics I used in this capsule were in fact incredibly light and breathable, and this project has completely changed my perception of wool,” said Lee. “I aimed to design athleisure pieces in this capsule collection that are practical and easy to mix and match, but also comfortable, stylish and trendy.” PARTICLE FEVER From concept development to production, the designers at Particle Fever were inspired to completely reinvent their conventional approach to activewear, using Merino wool fabrics. The wool-rich collection features multifunctional pieces including pinstripe wool and mesh bomber jackets, birds eye weave parkas that can wrap up into a backpack, plus wool-lined boxer shorts, crop tops and leggings in a muted palette with distorted graphics. “Right from the beginning of my design process, I prioritised functionality over aesthetics,” said Particle Fever chief designer Lin Hai. “Drawing the inspiration from Merino wool, I hope to bring up that wool- rich athleisure collection can also be stylish and innovative.” MORE INFORMATION www.lanecrawford.com He Sui wearing a Helen Lee design.
In the Shops - September 2017