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Beyond the Bale : September 2017
OFF FARM 19 to care for wool,” said AWI CEO Stuart McCullough. “We see this retail education as another way AWI is boosting the demand for wool and ensuring both staff and consumers are well versed on the extraordinary benefits of the fibre.” To highlight the collaboration between Max Mara and The Woolmark Company, the two brands embarked on a global road show with 13 consumer and five press events telling the story of wool and pushing the Wool Denim collection. Titled the Max Mara Wool Week, events were held in Milan, Moscow, London, Beijing as well as at Max Mara’s Westfield Sydney store in June. MORE INFORMATION www.maxmara.com • Italian brand Max Mara, founded in 1951, is one of the largest international fashion houses and has used wool throughout its history. • The brand has expanded its use of wool this season and introduced a Wool Denim range into its main line collection. • Max Mara Wool Week events have been held across the world, including in June at Max Mara’s Westfield Sydney store. • Max Mara has joined the Woolmark licensing program and works closely with AWI’s technical experts on product development. • AWI has provided in-depth training to Max Mara retail staff on the benefits and versatility of Merino wool. Left: AWI’s Global Strategy Advisor Fabrizio Servente with Max Mara Fashion Director Laura Lusuardi and Max Mara Chairman Ignazio Maramotti. Below: The Woolmark- certified collection of leading Italian fashion brand Max Mara at the brand’s store in Sydney. The fashion industry is often mocked: think Patsy and Edina in the ‘Ab Fab’ TV comedy, the debate over cerulean in ‘The Devil Wears Prada’ movie or The Woolmark Company’s very own mockumentary ‘Unravelled’ as part of the International Woolmark Prize promotion earlier this year. But rarely do we see brands take the mickey out of their own clothes, yet that’s exactly what happened when apparel label Band of Outsiders unveiled its Spring/Summer 2018 collection at a tongue-in-cheek launch event, with designer Angelo Van Mol and brand director Daniel Hettmann staging their collection launch at the Top Secret Comedy Club on Drury Lane in London. “We asked ourselves what we could do instead of a classic show, and since comedy is very close to the brand’s DNA, we thought this is it,” said Hettmann. Recruiting comedians Joe Sutherland, Elliot Steel, Alistair Williams and Mo Gilligan, the on-stage talent mocked the industry including aspiring models in their mid-20s, before seguing into the brand’s clothing which took cues from traditional sailors’ rags – “but not the chic sailors”. A highlight of the show was the feature of a Wool Denim knit, designed in collaboration with AWI’s subsidiary, The Woolmark Company. Having been presented The Wool Lab Denim earlier in the year, Band of Outsiders has now introduced a selection of Wool Denim styles across its Spring/ Summer range. “I am really excited to have worked with Wool Denim this collection, as it allowed me to innovate in material rather than just form,” said Van Mol. “It embraces the workwear feel whilst retaining the look of denim, which I think made for a great end result that looks and feels the part.” Fashion brand Band of Outsiders has taken the stage for its Spring/Summer 2018 launch, hosting a comedy show in central London. Taking inspiration from sailors, Band of Outsiders has included innovative Wool Denim knits into its Spring/ Summer 2018 collection, uniquely unveiled at a comedy club in London. JUST FOR LAUGHS: WOOL DENIM TAKES CENTRE STAGE FAST FACTS:
In the Shops - September 2017