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Beyond the Bale : December 2017
“I appreciate that The Woolmark Company encourages brands to come up with innovative ways to work with Merino wool. It is a material that I love and often use in my own collections. It feels very natural for me to create something special using the finest wool in the world.” RAF SIMONS “We worked with [Country Women's Association of Australia] embroiderers on all the wool hand embroidery in the collection. These women are all about supporting our rural communities and they are a truly beloved and iconic group of Australian women.” MACGRAW Through a collaboration with AWI, luxury online retailer Farfetch.com has shone the spotlight on Merino wool during its sustainability month, highlighting the latest wool looks from some of the world’s best fashion designers. CLICK TO BUY THE BEST WOOL LOOKS ON FARFETCH.COM With the world becoming increasingly digital, the role of e-commerce retailers continues to evolve to be more than just a platform to purchase clothes and other goods. Revolutionary omni-channel shopping platform Farfetch.com is one such site that is taking the fashion industry by storm. The site has more than 17 million monthly views and more than nine million fashion-forward consumers in all corners of the globe. Targeting this digital-savvy audience, AWI has partnered with Farfetch.com to create a data-driven marketing campaign that targets luxury consumers and drives demand for Merino wool through the Farfetch.com retail shopping platform. The partnership is intended to form the basis of a long-lasting collaboration between AWI and one of the world’s most prominent shopping platforms for luxury fashion. Held during Farfetch’s sustainability month, the collaboration included an editorial showcase titled Wonders of Wool, highlighting some of AWI’s most exciting menswear and womenswear fashion partners and their unique interpretations of Merino wool. Featured designers include Raf Simons, Dion Lee, Strateas Carlucci, Ex Infinitas, macgraw, Thom Browne and Gabriela Hearst. Each designer talks about what they love most about working with the fibre, along with how they have used it in their latest collection. The partnership was promoted by a dedicated electronic newsletter to more than 200,000 targeted subscribers as well as via Farfetch’s social media channels, digital advertising, home page presence and two bespoke landing pages which not only educate consumers about wool but offer direct links to purchase the wool garments, ensuring the freshest Merino styles are easily accessed from the primary shopping navigation. The content will be translated into nine languages including Chinese, Japanese and Korean and Russian. MORE INFORMATION www.farfetch.com THOM BROWNE STRATEUS CARLUCCI GABRIELAHEARST 22 OFF FARM