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Beyond the Bale : December 2018
Continuing to showcase Merino wool as a fibre for all seasons, French fashion label JACQUEMUS highlighted the natural fibre in his latest collection as a key ingredient for summer apparel. With support from AWI, TV network France 24 has gone behind-the-scenes of Paris Fashion Week to meet and promote the world’s biggest designers working with wool. A summery Cool Wool look from the latest collection of French designer label JACQUEMUS. A Merino wool piece on the runway show of French label JACQUEMUS (see story below), as broadcast on the France 24 in collaboration with The Woolmark Company. Credited with bringing freshness to the French fashion scene and considered by many as its brightest new star, celebrated French fashion designer Simon Porte Jacquemus, of the label JACQUEMUS, has always been passionate about working with pure, natural materials. JACQUEMUS’ strong positioning as a young, fresh, edgy and contemporary French brand aligns with AWI’s desire to position wool as an innovative and premium fashion fibre. Following the success of their first three womenswear and menswear collaborations, JACQUEMUS once again partnered with The Woolmark Company to present its Spring/Summer 2019 womenswear collection, reinforcing the trans-seasonal properties of lightweight Merino wool. “These past few seasons, I’ve been lucky enough to collaborate with The Woolmark MERINO’S MEDITERRANEAN VIBES FOR SUMMER PARIS WOOL PROMOTION In the international calendar of ready-to- wear fashion shows, Paris is one of the fashion world’s key capitals and remains a symbol of creativity, invention, independence and modernity. As part of Paris Fashion Week, AWI’s marketing arm The Woolmark Company partnered with France 24 – a Paris-based TV and online channel – to take viewers behind- the-scenes of some of the biggest shows and meet the world’s most important designers working with wool. Having dedicated fashion segments, Paris 24 broadcasts to 325 million TV households in 183 countries around the world and has more than 30 million followers on social media networks. Filmed backstage and from the front row of designers’ runway shows – including JACQUEMUS, Koché, Zadig & Voltaire, Yohji Yamamoto, Chanel, Saint Laurent and Christian Dior – five short films in the ‘Paris Fashion Series’ were produced with support from The Woolmark Company. Company for the development of the use of wool in my collections, even for summer,” explained the 28-year-old designer. “My studio and the The Woolmark Company teams challenge each other to find innovations and manufacturers who fit the JACQUEMUS creative and commercial ethos: a quality product at a reasonable price, so that as many people as possible may afford my clothes. We’ve had fun creating wool pieces that were young, exciting, colourful.” Amongst a sea of oversized straw bags, the designer unveiled his ‘La Riviera’ collection at the Italian Embassy in Paris, during Paris Fashion Week, held in September. Plunging necklines mixed with Cool Wool tailoring and second-skin knitwear strutted the garden catwalk – in colours far removed from the classic hues often used in tailoring. The films have already reached 1.22 million viewers, telling the story of how wool is a key element in the standout garments for Spring/ Summer 2019. The ‘Paris Fashion Stories’ partnership with The Woolmark Company will continue for the February edition of Paris Fashion week, with another nine episodes scheduled to go to air. MORE INFORMATION www.france24.com/en/tv-shows/fashion 28 OFF FARM
In the Shops - March 2019