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Beyond the Bale : June 2011
7 off-farm June 2011 Beyond the Bale in wool design, a testament to the success of our industry. “For far too long, Australian woolgrowers have received far too little for their wool. It ’s through programs like the Campaign for Wool that we aim to lift the profile of wool and return some profitability to Australian woolgrowers. “The very first launch of the Campaign for Wool was in London on Savile Row in October 2010 and I can think of no more fitting place to have the first international launch than here in Australia, at the fibre origin of most of the world’s apparel wool garments. “The Board of AWI has made a long term commitment to this program and we look forward to working alongside the patron His Royal Highness The Prince of Wales and the Governor- General along with other supporting international wool bodies to build this initiative into a truly significant international event for wool.” Fashion designers attending the event readily acknowledged wool as a premium fibre of choice. Young gun of the Australian fashion industry, Dion Lee, who won last year’s L’Oréal Melbourne Fashion Festival Designer Award presented by Woolmark, said he values wool for its versatility. “ In my collections I think tailoring is a fundamental part of how I design, and wool of course is really the best fabric to use in any type of tailoring,” Mr Lee said. “ But over the past few seasons we’ve also started doing knitwear, obviously all in Merino wools. “ I’m currently working on a summer collection at the moment and I’m using some wool organzas for summer; so there can be a lightness to wool at all times.” Martin Grant, who is one of Australia’s most celebrated international designers based in Paris, said wool has been a favourite fibre of his since the beginning of his career. “ Wool has always been the key fabric I use in my collections since the beginning. The core of my collection is coats and tailoring so wool is very important,” Mr Grant said. “ In France, wool is referred to as a ‘ noble fabric’ . I have always favoured these ‘ noble’, natural fibres for their malleability, breathability and durability. I’m also Australian and wool is a very strong and important part of our history.” While the audience at the Campaign launch event was keenly admiring the wool apparel on display, they were also taking note of the fabulous wool carpet upon which the models paraded. This 100 per cent wool carpet was Campaign for Wool launched in Australia sourced from the Hycraft range of carpets produced by Australia’s largest carpet manufacturer Godfrey Hirst Carpets. “ Hycraft has been a proud Woolmark licensee for more than 40 years, and we are a keen supporter of the Campaign for Wool,” s aid Hycraft Carpet’s business development manager David Mitchell. “ The company has seen many changes in the wool industry over the past 40 years. The Woolmark logo still has enormous recognition in the market and we hope that the Campaign for Wool will provide wool with a further boost, especially to the new generation of consumer. “ Hycraft is distributing Campaign for Wool point of sale marketing collateral to our retailers around Australia. We will be using the Campaign to help educate consumers about the natural benefits of wool carpets,” Mr Mitchell added. more information: View a video of the launch on the Woolmark channel on YouTube at www.youtube.com/woolmarkonline www.campaignforwool.com.au www.dionlee.com www.martingrantparis.com www.godfreyhirst.com/hycraft.html “tHIs EVENt BrINGs toGEtHEr somE of tHE WorLD’s top WooL DEsIGNErs. It sHoWcasEs tHEIr ImaGINatIVE, ELEGaNt crEatIoNs” MS QUENTIN BRYCE AC models showcasing wool apparel to the fashion show audience at the launch of the campaign for Wool at admiralty House, sydney. the models are parading on a 100 per cent wool carpet.