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Beyond the Bale : June 2019
This year’s Wool Week was brought to life last month by David Jones throughout its stores and digital channels, spearheaded by a beautiful campaign starring David Jones ambassador Jessica Gomes and created by The Woolmark Company. The campaign was shot at the iconic Nundle Woollen Mill in NSW. Featured in the campaign stills and fashion film is wool-rich winter fashion and accessories, all available to buy at David Jones, from brands including Aje, Bassike, Bianca Spender, Calibre, Camilla and Marc, Dion Lee, Jac+ Jack, Reiss, Studio Italia, Trenery and Viktoria & Woods. By heroing Australian wool, Wool Week highlighted the opportunity for consumers to check the label for a garment’s fibre composition, choose wool and throw their support behind Australian woolgrowers. Wool Week is an initiative of AWI and its subsidiary The Woolmark Company. It arose from the global Campaign for Wool that aims to educate consumers about the natural benefits of wool and increase sales of wool product. “Wool Week is a time for the Australian wool and fashion industries to come together and celebrate our nation’s precious fibre,” explained AWI CEO Stuart McCullough. “This is the ninth year we have celebrated Wool Week in Australia which not only shows the admiration Australian consumers hold for our homegrown fibre, but also gives our woolgrowers a great sense of pride.” Australia’s leading premium department store, David Jones, which has 47 stores across Australia as well as a popular online shop, was enthusiastic about its Wool Week promotion. “David Jones has been a proud supporter of the International Woolmark Prize since 2011 and we are delighted to see this develop into an exciting partnership in celebration of Wool Week,” said David Jones General Manager of Womenswear and Accessories, Bridget Veals. “Australian Merino wool is a key fibre used by many of our designers and a popular choice amongst customers due to its luxurious feel and wearability. Wool and wool-blend products can be found in a range of styles at David Jones including suiting, knitwear and homewares, making it the ultimate natural fibre for a stylish life.” Retailers, department stores and consumers threw their support behind Australia’s ninth annual Wool Week, held from 20-26 May to coincide with the start of the winter retail season, with many retailers having wool-themed window installations and online promotions. WOOL WEEK AUSTRALIA The main window display at the David Jones store in Sydney during Wool Week. David Jones ambassador and model Victoria Lee, originally from Narrandera in country NSW, has thrown her support behind Wool Week. Victoria is pictured here wearing a Bianca Spender wool suit, available at David Jones. A Wool Week display in David Jones featuring David Jones ambassador Jessica Gomes wearing a wool coat that is available to purchase in store (see left of picture). 10 OFF FARM