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Beyond the Bale : December 2017
With the steady increase in demand for premium products by Chinese consumers, AWI continues to partner with luxury brands to build the use of Australian Merino wool in their collections. An example is leading Chinese fashion brand ICICLE, which as part of its 20th anniversary has strengthened its relationship with AWI’s subsidiary, The Woolmark Company, to produce a stunning Autumn/Winter collection made from Australian Merino wool. Sourcing innovative, luxury wool fabrics from Chinese manufacturers Nanshan and Danmao, ICICLE’s 12-piece womenswear collection features a mix of garments including pants, tops, dresses and jackets made using quilted wool denim and the hugely popular OptimTM Protect fabric (see previous page). The Woolmark-certified collection saw more than 55,000 items of clothing available for sale across more than 220 stores and online, with strong sales recorded particularly for clothing made from the innovative OptimTM Protect fabric. “In pursuit of the harmonious symbiosis of technology and nature, ICICLE and The Woolmark Company go hand-in-hand to explore the future of fashion,” said ICICLE President Shawna Tao. Well-known Chinese actress Jiang Shuying, photographed at Belgenny farm in NSW, on the cover of InStyle China magazine. She is wearing Merino wool garments from ICICLE, including a bomber jacket made from the innovative OPTIMTM Protect fabric (see previous page). ICICLE SHARES AUSTRALIAN WOOL FARM WITH CHINESE CONSUMERS SUPPLY CHAIN TRANSPARENCY Firmly established as one of China’s leading eco-luxury brands, ICICLE has grown into an all-in-one eco-fashion supply chain and is changing the way consumers think about purchasing clothes, highlighting supply chain transparency and shedding light on how clothes are made. Partnerships such as this are vital for AWI to not only promote the benefits of Merino wool, but also showcase the eco-credentials of the fibre. To celebrate ICICLE’s 20th anniversary, key representatives from the brand’s marketing team came to Australia, visiting a wool-growing property to go back to the source of Merino wool and bringing with them two lucky VIP customers. Visiting ‘Arthursleigh’ and ‘Joppa’ near Goulburn, NSW, ICICLE filmed two live-cross shows, unveiling items from their collection and giving tens of thousands of viewers back in China a rare glimpse of life on an Australian wool-growing property. Leading Chinese eco- luxury brand and Woolmark licensee ICICLE is using imagery and stories from Australian wool- growing properties to help market its latest premium apparel collection. ICICLE’s marketing team being filmed during a live-cross to China, providing consumers there with a glimpse of life on an Australian wool-growing property. 16 OFF FARM
In the Shops - March 2018