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Beyond the Bale : June August 2009
20 AustrAliAn fAshion week June – August 2009 Beyond the Bale Woolmark celebrates the ‘little black dress’ t The ‘Little Black Dress’ event at Australian Fashion Week involved designing a dress mirroring a soft-drink bottle, and Woolmark helped designers to ‘think wool’ with their offerings he woolmark shared the sponsor spotlight at the recent rosemount Australian fashion week (rAfw), held in sydney, with two other brands – Missoni and Diet Coca-Cola® – in honour of global fashion icon the lBD, or ‘little black dress’. the little Black Dress event, presented by Diet Coca-Cola® and sponsored by the woolmark brand, brought together 10 fashion designers, each of whom designed three dresses inspired by the silhouette of the iconic bottle, which were displayed with a catwalk parade during fashion week. the designers included Alex Perry, sass & bide, kate sylvester, kirrily Johnston, willow, Marnie skillings, Alice McCall, Alpha 60 and 2009 l’oréal Melbourne fashion festival woolmark Designer Award winner, romance was Born. the 10th member of the collective was world-renowned italian knitwear label Missoni, whose design head Angela Missoni created three multi-coloured, multi-patterned, knit garments inspired by the red and black of the Diet Coca-Cola® packaging. Angela Missoni was represented at the sydney fashion week event by her daughter, Margherita Missoni, brand ambassador for the iconic italian knitwear empire. wool has been in the Missoni DnA since Margherita’s grandparents launched the eponymous fashion house in 1953. “Missoni was one of the first companies to use the woolmark,” says Awi Ceo Brenda McGahan. “Australian Merino wool continues to play a major role in inspiring the Missoni aesthetic and make it a global success.” one of the three little black dresses designed by Angela Missoni will become part of the Awi fashion archive following a further round of promotional events. the Missoni label was launched in 1953 by ottavio and rosita Missoni. Combining machine-knit technology and artistic vision, they created knitwear of exceptional beauty. their innovative use of colour and pattern is widely regarded as having transformed Milan from a centre of industry to a centre of fashion. in 1972, the Los Angeles Times newspaper presented the Missonis as the “new status symbol of italian design”, while Bernardine Morris wrote in the New York Times: “they make the best knits in the world, some say the best clothes in the world”. in the late 1990s, their daughter Angela assumed responsibility for the women’s collection. in March 2009, she received the world fashion Award for the woman who has most influenced fashion in recent years by making decisions that have provoked change and have contributed to the vitality and longevity of the brand worldwide. “ MISSonI WAS one oF the FIrSt CoMpAnIeS to uSe the WoolMArk, And AuStrAlIAn MerIno Wool ContInueS to plAy A MAjor role In InSpIrIng the MISSonI AeSthetIC And MAke It A globAl SuCCeSS.” – brendA McgAhAn, Ceo AWI Inspired by the silhouette of a Coke bottle, Missoni’s three ‘little black dresses’, which hit the Australian Fashion Week catwalk in Sydney with AWI support.
April May 2009
September November 2009