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Beyond the Bale : June 2018
TOTON’s Fall/Winter 2018 pieces in the performance by the Hong Kong City Contemporary Dance Company that highlighted the next-to-skin comfort and superior handle and drape of Australian Merino wool. Left: The Andersson Bell website contained information about the provenance of Australian Merino wool. Right: The Large Collar Check Worsted Maxi Coat, retailing for $460 on the Andersson Bell website, was of many wool items in the collection that was sold out. Merino Landscapes brought together three emerging fashion designers from Asia who had been finalists in the International Woolmark Prize – FFIXXED STUDIOS, TOTON and Münn – and 16 Australian Merino wool outfits. “Merino Landscapes was a novel and highly effective way to showcase wool in a contemporary way, changing people’s perceptions about the fibre and what it is capable of,” said AWI General Manager for the Eastern Hemisphere, John Roberts. “Dance is one of the hottest mediums in the current market and combining this beautiful movement with specifically designed wool garments pulled together all the wonderful wool attributes of drape, flow, shape retention, comfort and of course unrivalled luxury.” The designers of TOTON, from Indonesia, said the invite to present at Merino Landscapes gave them the opportunity to explore Merino wool in a new way. “Presenting a collection through dance requires the clothes to be flexible and moveable, well-made but also light enough for the dancers to move freely in them,” they said. “It gave us the opportunity to explore wool yarn and fabric further, to manipulate the fabric treatments and cuts of the clothes to To broaden the demand for Australian Merino wool, The Woolmark Company in Hong Kong showcased the fibre in an artistic and innovative way in March, with 300 fashion industry and media guests attending a dance presentation with the performers wearing Merino wool pieces. Three emerging brands from Asia have launched their Merino wool capsule collections in a unique fashion design and dance performance – titled ‘Merino Landscapes’ – showcasing the dynamic versatility of Merino wool. MERINO SHOWS ITS FLEXIBLE NATURE accommodate the dynamic movement. “The energy of the show was fantastic; it was a different vibe than a regular runway show. We got great exposure from the press in the region, and the chance to introduce our brand to different parts of the world.” To help educate young audiences in Korea about Merino wool’s benefits and increase demand for the fibre, AWI recently partnered with a leading Korean contemporary online brand, Andersson Bell. Launched in 2014, the company has already attained a large market There is a growing trend worldwide for consumers to purchase their apparel via online stores, as opposed to in the traditional bricks and mortar shops. In Korea, purchasing online has grown sharply by 30% each year for the past three years. AWI partnered with leading contemporary Korean brand Andersson Bell to help sell its Autumn/ Winter Merino wool collection through its mobile/online platforms to a young customer segment. ONLINE RETAIL PARTNERSHIP SUCCESS IN KOREA presence in Korea. As well as 19 retail outlets in Korea and 25 overseas (including Harrods in London), the company has extensive online retail platforms. For the company’s Autumn/Winter collection, AWI helped the company sell 16 Merino styles (coats, jackets, knitwear) for men and women, comprising 16,000 items, through the Andersson Bell website and two major online fashion malls. A special ‘Wool collection’ section was created on the Andersson Bell website that not only provided customers with an easy pathway to purchase, but also contained information about the provenance of the fibre, and how Woolmark certification provides customers with an assurance of quality. Two short promotional films, one for autumn distribution and one for winter, were also created about the collection and were broadcast via online and social media, including Vogue, GQ and W magazine channels. MORE INFORMATION www.anderssonbell.co.kr 30 OFF FARM