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Beyond the Bale : December 2010
14 OFF-FARM December 2010 BEYOND THE BALE Australian Merino wool, represented by AWI and the Woolmark brand, took a leading role at Milano Unica, the prestigious woven textile fair in Italy. The event held in September was attended by 472 exhibitors presenting their textile collections for the 2011/2012 autumn/winter season to more than 13,000 visitors from manufacturers, brands and retailers from around the world. AWI showcased its new woven innovations, including Merino Casual and Merino TouchTM, and also prepared for the second autumn/winter season of the Campaign for Wool by featuring the Campaign on its stand. A highlight of the fair was the 'On Stage' catwalk event, organised by Milano Unica for the second year running in a marketing partnership with the Woolmark brand. Ten young international design talents presented the very best of their collections on the Milan catwalk. And it was Australian Merino wool that was the undisputed star, applauded by the top names in the international press and fashion business. The outfits showcased the versatility of wool in woven fabrics and knitwear, suitable for any season. Mr Pier Luigi Loro Piana, president of Milano Unica, said the fashion show was highly acclaimed by all. "Wool was the protagonist of the event, acting as a trait d'union between superior European textile production and talented new designers on the international scene," Mr Loro Piana said. "I especially want to thank the 46 firms present at Milano Unica that made fabrics and accessories available to the designers, which will participate in fashion shows throughout the world with their inventive creations." The Woolmark brand's profile at Milano Unica has paved the way for AWI's European sales team to sell its new season wool innovations and strengthen partnerships with the European textile industry's best. More information: www.milanounica.it www.wool.com/collections FAST FACTS l The Woolmark brand co-presented the signature event, 'On Stage', at September's trend-setting Milano Unica textile fair. l The event underpins the strong relationship between the Australian wool industry and European textile community about the benefits of working with wool. Australian Merino wool 'On Stage' A creation of Greek designer Mary Katrantzou (based in London) on the catwalk. Vogue Italia's editor-in-chief Franca Sozzani and president of Milano Unica Mr Loro Piana. The 'On Stage' fashion show at the trend setting Milano Unica trade fair. "WOOL WAS THE PROTAGONIST OF THE EVENT, ACTING AS A TRAIT D'UNION BETWEEN SUPERIOR EUROPEAN TEXTILE PRODUCTION AND TALENTED NEW DESIGNERS ON THE INTERNATIONAL SCENE." MR LORO PIANA