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Beyond the Bale : December 2018
In a series of initiatives this year, AWI has marked more than half a century of a cross- cultural partnership between Australia and China – spanning the wool trade through to design creativity. By not only looking back at China’s astonishing growth, but more importantly looking to the future, AWI aims to secure Merino wool’s position as the fibre of choice for China’s burgeoning middle class and thereby increase awareness and demand for the fibre. In the latest initiative, AWI’s subsidiary The Woolmark Company utilised its strong position in the market to present at a special event in Shanghai six of China’s established designers who have achieved success and recognition, locally and internationally. Their collections (below), which utilised innovative wool fabrics from manufacturing partners in China, were launched at the ‘New World Wool’ gala event on 25 October – with an exhibition and a digital runway presentation at the iconic Shanghai Fosun Art Centre. The presentation incorporated a four-minute film, directed by the globally acclaimed fashion film director Tim Richardson and featuring supermodel Xiao Wen Ju, showcasing the Merino wool collections in a cutting-edge cinematic experience The event was attended by key supply chain partners including the President of National Textile and Garment Council, Sun Ruizhe; Australian Ambassador to China, Jan Adams; key media such as Editor in Chief of Vogue China, Angelica Cheung; Editor in Chief of Elle China, Xiao Xue; Editor in Chief of T Magazine China, Feng Chuxuan; as well as celebrity guests including supermodel Xiao Wen Ju; fashion it girl Chen Ran and actress Kimmy Tong. “The gala event in Shanghai showcased Australian Merino wool in a dazzling way to the cream of the Chinese fashion and textile industries as a modern and innovative fibre used by the most important designers of the new world,” said AWI CEO Stuart McCullough. As part of its commemoration of 50 years of successful wool trade between China and Australia, AWI collaborated with six of China’s most exciting fashion designers to create collections made from Australian Merino wool – which were showcased at a gala event in Shanghai. SHOWCASING CHINA’S NEW WORLD WOOL “As China has consolidated its position as one of the essential engines of the global economy, so too has the country cemented its relationship with Australian Merino wool. The natural fibre has become a pillar of China’s apparel industry, both in the manufacturing and the consumption of garments, and the relationship between Australia and China continues to deepen.” As the long-term strategic partner of The Woolmark Company, premium retailer Lane Crawford was the exclusive partner to present the New World Wool capsule collections. The collections were displayed from 26 October to 7 November at Lane Crawford Shanghai Times Square with an artistic pop-up installation. Customers were able to pre-order these exclusive collections in store. MORE INFORMATION www.woolmark.com Ms Min BanXiaoxue Vmajor Uma Wang Xu Zhi MERINO WOOL PIECES FROM THE SIX DESIGNERS’ COLLECTIONS 24 OFF FARM
In the Shops - March 2019