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Beyond the Bale : June 2011
June 2011 Beyond the Bale 15 off-farm “ It is amazing using wool, letting it do what it does naturally; it is such a breeze to use.” So said Lyna Ty of fashion label Song for the Mute to the audience at this year’s L’Oréal Melbourne Fashion Festival (LMFF) when the label was awarded the 2011 LMFF Designer Award presented by Woolmark and supported by Vogue Australia. This is great news for Australian woolgrowers because Song for the Mute is becoming one of Australia’s most feted new fashion labels with an emerging global following. Song for the Mute is the collective talent of Parisian born, Italian trained fashion designer Lyna Ty and award winning graphic artist Melvin Tanaya. Their winning menswear winter 2011 collection features 80 per cent Australian wool and has already been picked up by major Australian and international stockists. “ They have a strong brand philosophy,” said Vogue Australia editor-in-chief Kirstie Clements. “ What was really exciting was the extent to which they embraced and experimented with wool in their collection. I wouldn’t be surprised to see them move into womenswear as well.” Song for the Mute won the Award from a large and highly competitive field of entrants. Eight finalists presented their latest collections at an exclusive showing for media and guests from the fashion, apparel, retail and wool industries. The finalists were Arnsdorf, From Britten, Lui Hon, Dress Up, Bassike, Laurence Pasquier, ELLERY and Song for the Mute. Australian fashion industry heavyweights, including LMFF Creative Director Grant Pearce, worked together in judging the eight finalists. “ The 2011 finalists were of an extremely high standard and I am delighted to announce that this is the first year that a menswear label has won the award,” Mr Pearce said. This year the finalists were also showcased on a public runway later in the evening at the L’Oréal Paris Runway Show presented by Vogue and supported by Woolmark. AWI fashion communications manager Melissa Grace says AWI is proud to continue to support the very best Australian designers and in doing so help educate future consumers about wool. “AWI’s support for awards such as the LMFF Designer Award is all part of our strategy to engage, inspire and educate emerging fashion designers about wool and grow the global community of fashion industry advocates for the Merino fibre,” Melissa says. “ Through collaborations with leading designers, AWI and the Woolmark brand foster fashion innovation and showcase the best qualities of Australian Merino wool to the world.” Song for the Mute win a prize to the value of $20,000, including $10,000 cash and a trip to attend either Première Vision (Paris) or Pitti Filati (Florence) where they will be introduced to Woolmark’s network of mills and suppliers. The LMFF Designer Award has helped launch the successful careers of past winners including designer labels: Romance was Born, Toni Maticevski, Claude Maus, Mad Cortes, Josh Goot, Yeojin Bae, Fredrich Gray and Dion Lee. Since winning the 2011 LMFF Designer Award, Song for the Mute has been going from strength to strength – in April they were given the honour to close Men’s Fashion Week in Singapore where more than 1500 people attended their show and they were awarded the ‘Young Designer of the Year’ award. more information: www.wool.com/lmff2011 www.lmff.com.au fast facts l fashion label Song for the mute has won the l’oréal melbourne fashion festival Designer award presented by Woolmark. l Song for the mute is becoming one of australia’s most notable new fashion labels. l The Woolmark brand continues its long tradition of supporting fashion creativity and emerging designer talent. Designers sing wool’s praises 2011 L’oréal melbourne fashion festival Designer award finalists: Lyna ty and melvin tanaya of song for the mute, Kym Ellery of ELLErY, Lui Hon, mary Lou ryan of Bassike, trish fairbairn of Laurence pasquier, stephanie Downey of Dress Up, tim & alex Britten-finschi of from Britten (not pictured: arnsdorf).