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Beyond the Bale : December 2017
AWI is building on last year’s successful partnership with leading Chinese fashion brand Comme Moi, founded by Chinese supermodel and fashion designer Lu Yan, to help launch the brand’s new collection that features apparel made from lightweight Cool Wool fabrics. Cool Wool garments are manufactured from lightweight Merino wool fabrics with a maximum weight of 190 g/m2 and a maximum mean wool fibre diameter of 22.5 micron, highlighting the trans-seasonal properties of the fabric and its suitability for warmer climates and travel. The five-piece Cool Wool collection forms part of a larger wool-rich main line for the autumn/winter season. A star-studded guest list attended the collection’s launch in Beijing, including famous Chinese actors, singers, models and H.E. Ms Jan Adams AO PSM, Australian Ambassador to the People’s Republic of China. “I love wool,” said Ms Adams. “The very elegant and dramatic collection that we’re able to see here today really will strike a chord [with consumers]. I think it will appeal to the very fashionable women here in China, who are seeking something different in the fabrics they choose. The Comme Moi collection is very dramatic and stylish, and the textures from the wool fabrics really give it a special class.” Lightweight, breathable and crease-resistant, the Cool Wool designer pieces from Comme Moi show how Merino wool can enable cosmopolitan women to stay sophisticated and feel luxurious. “This year, our partnership with Comme Moi focuses on Cool Wool, highlighting wool as an all-season fibre that is easy to care for. This is our answer for the on-the-go lifestyles of modern women,” said AWI country manager for China Jeff Ma. “As we enter the second season of our collaboration with Comme Moi, Lu Yan has also been named as one of our brand ambassadors for China.” China continues to remain a very significant market for Australian wool, both in terms of manufacturing and luxury consumption. “AWI should be congratulated for what you’ve been able to do in establishing productive partnerships here in China – working with supermodels, designers and interesting people is a great way to make a mark in this incredible country ... it’s a brilliant strategy,” said Ms Adams. “We are already exporting up to $2.4 billion of Australian wool to China each year. This collaboration will help continue to drive the future demand for ever-more sophisticated fabrics and uses here in China, rather than the old model of scouring our wool here before exporting it to Europe. We’re in a whole new world and I see a lot of potential here. “I’m very proud of Australian wool.” Some of the Cool Wool looks from Comme Moi that accentuate the elegance and modern style of urban women. The Comme Moi collection launch in Beijing that included many wool pieces including a five-piece Cool Wool collection made from lightweight Merino fabrics. Australian Ambassador to the People’s Republic of China, H.E . Ms Jan Adams AO PSM (centre) with the President of China Wool Textile Association, Madam Peng (left), and AWI Country Manager, Jeff Ma (right). To help build the demand for Merino wool in the growing premium market of China, AWI has partnered with Chinese label Comme Moi to launch a collection made from lightweight Cool Wool. COOL WOOL IN CHINA OFF FARM 19
In the Shops - March 2018