HOW TO USE THIS ONLINE MAGAZINE
by clicking the arrows at the side of the page.
by clicking anywhere on the page. A slider will appear, allowing you to adjust your zoom level.
and move the page around when zoomed in by dragging the page.
and return to the original size by clicking on the page again.
by entering text in the search field and click on "In This Issue" or "All Issues" to search the current issue or the archive of back issues
a PDF of this magazine.
by clicking on thumbnails to select pages, and then press the print button.
a page via email, Facebook, Twitter and more.
TO VIEW PREVIOUS EDITIONS
, click the
button at the bottom of the screen.
Beyond the Bale : March 2018
With increased affluence and a tendency towards leading healthier lifestyles, discerning Chinese consumers are now favouring natural, long-lasting garments, more so than following the latest trends perpetuated by fast fashion. As a premium and luxurious natural fibre, Merino wool is one of the most coveted fibres in high fashion in China. Following a successful joint campaign in 2016, AWI once again partnered last year with high-profile Chinese publication T Magazine to showcase to modern and cosmopolitan Chinese women the latest wool-rich Autumn/Winter collections from leading brands. Under the theme ‘Naturally Inspiring’, a photo series in the magazine featured actresses Jiang Meng jie and Xin Zhilei, as well as fashion blogger Cheng Xiaoyue, wearing the latest Merino wool looks from well-known Chinese fashion brands EACHWAY, EIN, JNBY, less, Marisfrolg, MO& Co. Edition10, nisiss, TINA GIA and Vmajor. The photographs formed part of the China Wool Week campaign, an in-store initiative by AWI’s marketing arm The Woolmark Company, that ran in November. Throughout the week, all 800+ outlets of the nine brands across China promoted the benefits and beauty of the Merino wool fibre through retail displays, social media and in-store promotions. As part of the campaign, the three iconic women told their own stories through the shoot, while showcasing their beauty and unique style through Merino wool. Xin Zhilei embraces the philosophy of “quality over quantity” in her acting career, sometimes choosing lesser-known roles over lead ones in order to perfect her craft and hone her talent. “Wool garments stand the test of time. People will always think MERINO PROMOTED AS A PREMIUM FIBRE DURING CHINA WOOL WEEK of wool during harsh winters, and I can see myself within this idea of beauty in simplicity,” says Xin. Likewise, actress Jiang Meng jie strives to challenge herself and break boundaries by pursuing a variety of roles. “Wool has been widely used for years, yet it constantly presents itself in new forms, without changing its status as an exquisite and elegant fibre,” Jiang says. “I am the same when it comes to trying new roles while maintaining my own identity.” Fashion blogger Cheng Xiaoyue found her passion in avant-garde design and fashion, cultivating a unique, sharp style. Describing her fondness for wool, Cheng explains: “Wool has it all, both in visual appeal and in functional aspects. Wool is indispensable in winter, it is warm, yet is so adaptable to different styles and can be either girly or edgy. By displaying both style and inner beauty, wool mirrors my own life.” Fashion blogger Cheng Xiaoyue and actresses Jiang Mengjie and Xin Zhilei in one of the photos for Chinese T magazine promoting the latest Merino wool looks from well-known Chinese fashion brands. To help increase the demand for Australian Merino wool in China, three of the country’s most stylish women have united with AWI and China’s T Magazine to showcase the best new wool looks whilst highlighting the numerous benefits of the fibre. 24 OFF FARM
In the Shops - March 2018