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Beyond the Bale : June 2011
June 2011 BEYOND THE BALE OFF-FARM 6 Following its successful launch in the UK last year, the Campaign for Wool is expanding globally in 2011 and has now been launched in Australia. Australia is the first of many countries in which the Campaign is being rolled out this year. The Campaign was launched in Australia at the end of March to coincide with the start of the mid winter retail season. The Campaign will involve a host of events and retail promotions. The Governor-General Ms Quentin Bryce AC launched the Campaign in Australia at an event she hosted at the iconic Admiralty House in Sydney. "This event brings together some of the world's top wool designers. It showcases their imaginative, elegant creations," she said. "We Australians are enormously proud of our fashion industry. Fashion and wool go together." While sheep grazed on the harbourside lawn, VIPs from the fashion industry and media were showcased the best in wool apparel by international designers including Missoni, Richard Nicoll, Mark Fast and Martin Grant and local designers Dion Lee, Josh Goot, Collette Dinnigan and Jenny Kee. Over 30 key apparel labels and retailers supported the launch of the Campaign by taking part in the fashion presentation -- they are also taking the Campaign's messages to consumers with in-store promotions delivering increased awareness about the natural benefits of wool. AWI CEO Stuart McCullough said the Campaign represents a new era for wool. "Australian woolgrowers produce the finest wool in the world. Tonight's campaign launch is a showcase of the best FAST FACTS l The Campaign for Wool was launched in Australia during March to coincide with the start of the mid winter retail season. l The high profile launch event was hosted by the Governor-General Ms Quentin Bryce AC at Admiralty House, Sydney. l Wool was showcased in front of an audience of influential fashion designers, retailers and the media. Campaign Fashion designer Dion Lee and model wearing one of his designs. The launch of the Campaign for Wool on the lawn at Admiralty House, Sydney. Left to right: AWI Chairman Wal Merriman, Richard Ridge, Mr Michael Bryce AM AE, Governor-General Ms Quentin Bryce AC, George Merriman, AWI CEO Stuart McCullough.