HOW TO USE THIS ONLINE MAGAZINE
by clicking the arrows at the side of the page.
by clicking anywhere on the page. A slider will appear, allowing you to adjust your zoom level.
and move the page around when zoomed in by dragging the page.
and return to the original size by clicking on the page again.
by entering text in the search field and click on "In This Issue" or "All Issues" to search the current issue or the archive of back issues
a PDF of this magazine.
by clicking on thumbnails to select pages, and then press the print button.
a page via email, Facebook, Twitter and more.
TO VIEW PREVIOUS EDITIONS
, click the
button at the bottom of the screen.
Beyond the Bale : June 2011
June 2011 BEYOND THE BALE 13 OFF-FARM AWI with its famous Woolmark logo is the presenting partner of the high profile "UNRAVEL: Knitwear in Fashion" exhibition currently showing at the prestigious MoMu fashion museum in Antwerp, Belgium. The exhibition, which shows the fascinating story of the changing relationship between fashion and knitwear, is attracting fashion glitterati, as well as fashion loving consumers and students from around Europe and further afield. The exhibition has received widespread publicity in fashion magazines and blogs. Woolmark manager for Benelux Ingrid Oomen says that while the exhibition is not limited to wool knitwear, the leading presence of the Woolmark logo at the exhibition and on the exhibition's marketing collateral is helping to ensure that wool is forefront of visitors' minds. "We are proud to participate in the MoMu exhibition -- it shows the public in the most exquisite way how versatile, luxurious and comfortable knitwear is," Ingrid says. "The natural elasticity of Merino wool makes it the obvious choice for knitwear." An exhibition launch took place in March, attended by a mix of designers, fashion aficionados, media and VIPs including Australia's ambassador in Belgium, Luxembourg and the European Union, Dr Brendan Nelson. With a touch of humour Dr Nelson enthusiastically spoke to the audience about his slight sense for fashion, the importance of wool for Australian farmers and his associations with knitwear. "When I came to see this I really didn't have much understanding what it would be about, other than that it would be important to my country and in particular my country's wool producers. Until at least tonight my impression of knitting and fashion was probably confined to ladies knitting tea cosies and Colin Firth's character in Bridget Jones Diary when his mother gave him this horrible jumper for Christmas!" According to the ambassador, that impression changed after he got a sneak preview of the exhibition. "I must say that this exhibition has inspired and transformed my understanding of the importance of wool and knitting, and its role in fashion. But much more than that: its role in human development in economic, social and cultural change." His tone became more serious: "We export almost half of the world's wool and 80 per cent of the super fine Merino. And so for us, your use of wool, your innovative and inspirational adaptation and use of it is extremely important to us." The UNRAVEL exhibition comprises a quality collection of works by prestigious fashion labels and leading designers, inculding Vivienne Westwood, Missoni and Sonia Rykiel. During a walk through the UNRAVEL collection, Karen van Godtsenhoven, co-curator together with Emmanuelle Dirix, explains why designers like to work with wool: "It's a natural and breathing material that really suits knitwear. Thanks to the technique, wool helps creating living fabrics. That's why knitwear initially became popular as material for sportswear. But also the suppleness, making the material fit the body, is an important reason for designers to pick wool. "Nowadays, using natural unprocessed sorts of wool is popular among the new generation of designers. This has to do with the sculptural and structure effects of natural wool. "With the current knitting trend and the popularity of knitwear among young designers, wool is definitely back as the material to express your own individuality." Working together with Woolmark suited the curator. "It went smooth and grew to become more than just a sponsorship. Many other projects were initiated, like workshops and the knitting days." Ms van Godtsenhoven believes the exhibition is stimulating visitors to look at knitwear in a new way. "Knitwear has become such a part of our daily lives and haute couture. Many people who love fashion mainly see the design. They look through the clothes and forget about the fabric. This exhibition pays attention to all of wool's aspects and shows how special the product really is." The exhibition is open until 14 August. More information: www.momu.be www.wool.com/momu FAST FACTS l AWI with its famous Woolmark logo is the presenting partner of a high profile "knitwear in fashion" exhibition in Europe. l The exhibition demonstrates that wool is the ideal natural choice for knitwear. l The exhibition is attracting the fashion glitterati from around Europe as well as fashion loving consumers. Knitwear in fashion Exhibition advert, designed by Paul Bordens. Tilda Swinton for Sandra Backlund, published in Another Magazine, Autumn 2009 © Photography by Craig McDean, Styling by Panos Yiapanis.