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Beyond the Bale : December 2017
“[Wool is] breathable, keeps you warm, is crease-free and has a beautiful, clean appearance at any time of the day. It’s also one that will last decades, which is important for those investment pieces.” EX INFINITAS “Wool is a seasonless fabric. Its natural drape and shape-retention qualities are ideal for tailoring, and it’s an efficient temperature regulator, so is perfect for knitwear that sits close to the body.” DION LEE “With more designers than ever embracing natural fabrics such as Merino wool for autumn/winter 2017, wool has truly never looked so chic,” states Harper’s BAZAAR. “From the slouchy jumper you'll wear year after year to the smart skirt your work wardrobe is crying out for, these are the five Merino wool pieces that will transform your wardrobe this season.” The feature has a digital presence on Harper’s BAZAAR UK’s website, and a suite of digital ads and social media posts were also created to promote the latest in Merino wool fashion. Cross-media collaborations such as this provide valuable publicity for Merino wool and the Woolmark brand and cements the fibre’s rightful place in the fashion industry and with key consumer markets across the world. All of the wool and wool-rich items of clothes that featured in the Harper’s BAZAAR photoshoot are available to buy at iconic retailer Harvey Nichols, both in stores and online, with the photoshoot also showcased on the retailer’s website. A number of items have already sold out which is a testament to the early success of the collaboration. MORE INFORMATION www.harpersbazaar.com/ uk Search: 5 wool pieces www.harveynichols.com/news/features The UK remains one of the most important and dynamic markets in fashion apparel – and with plummeting temperatures across the country this winter, now is the perfect time for AWI to persuade Brits to wrap up in wool. One of the marketing initiatives recently undertaken by AWI in the UK is with fashion magazine Harper’s BAZAAR, which is one of the most significant voices influencing the purchase behaviour for womenswear. AWI has collaborated with Harper’s BAZAAR UK fashion magazine and leading department store Harvey Nichols to promote the best Merino wool fashion for the Northern Hemisphere’s winter season. SHOWCASING THE BEST WOOL FOR THE BRITISH WINTER The collaboration includes the production of a feature article ‘Laid-back luxury’ that includes the latest fashion from leading designers including International Woolmark Prize winner Gabriela Hearst, Victoria Beckham, Alexander McQueen, J.W. Anderson, Stella McCartney and Isabel Marant. A double page spread in Harper’s BAZAAR UK fashion magazine (right) and an email promotion from UK department store Harvey Nichols (bottom) – both part of a collaboration with AWI – featuring Merino wool apparel to keep Brits warm and stylish during their winter. “We love the idea of creating items that you wouldn’t expect to be made from wool.” STRATEUS CARLUCCI MACGRAW OFF FARM 23
In the Shops - March 2018