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Beyond the Bale : September 2011
4 OFF-FARM September 2011 BEYOND THE BALE Following the success of the Campaign for Wool in the UK in 2010, an impressive collection of brands, retailers and designers have stepped up to support the Campaign in the UK this year. The Campaign for Wool, of which His Royal Highness The Prince of Wales is Patron, is a global campaign that encourages manufacturers, retailers and designers to choose wool and, in turn, educate consumers about the fibre's environmental benefits. Key retailers in the UK -- one of the most important markets for Australian wool -- are continuing their support in 2011. High profile retailers include Harvey Nichols, Selfridges, John Lewis, Burberry, Jaeger, Aquascutum, Lyle & Scott, Hobbs, Jigsaw, Top Shop, Edinburgh Woollen Mills, Daks and Pringle of Scotland. Managing Director of Pringle of Scotland Benoit Duverger commented about the Campaign for Wool, "The Wool Campaign is necessary as it's a 'sexy' campaign with content, contemporary art and relevant designers endorsing this natural fibre." Chairman of Jaeger and the British Fashion Council Harold Tilman gave the Campaign his backing, saying, "I am a true advocate of wool and I have an enduring passion for this most valuable of fabrics that means so much to all of us. I hope that its qualities continue to be enjoyed throughout the world and I wholeheartedly endorse the Campaign to raise awareness, appreciation and usage of wool." Chief Creative Officer of Burberry Christopher Bailey commented on the importance of wool to Burberry, "Wool is both a magnificent material to work with and to wear. Wool is an integral part of the Burberry heritage, British history and our collections today." Internationally acclaimed designers are also continuing their support for the Campaign, publicising why they love working with wool. Vivienne Westwood, one of the Campaign's most active supporters says, "Wool is one of the world's great natural fibres, famous for its versatility and comfort -- warm in winter, cool in summer. I do believe that because it is such a luxury fabric that its status will increase. People will not want man-made fibres anymore and luxury will be seen in the great traditional, natural, fibres." Another campaign supporter, designer Paul Smith agrees, "Wool is always my first choice because it is natural, it works, it's substantial -- you can't do better than use wool." UK WOOL WEEK As part of the Campaign for Wool, a series of events will run across the UK during this year 's Wool Week (5-11 September) -- from knitting classes to interior design installations, in-store events, online competitions and much more. The highlight of the UK's Wool Week will be the launch of a groundbreaking exhibition at La Galleria in London. Titled 'Wool Modern', the exhibition is set to create a new platform for wool in the 21st century. The exhibition combines a look through the wool archives of iconic fashion designers such as Yves Saint Laurent, Thierry Mugler and Sonia Rykiel; with innovative new pieces by renowned designers and brands including Giles Deacon, Mark Fast, Alexander McQueen, Erdem, Paul Smith, Vivienne Westwood and David Koma. FAST FACTS lThe Campaign for Wool is continuing to build on the success of its launch in the UK last year. l Key retailers and designers are supporting the Campaign again this year. lRollout of the Campaign will continue across key northern hemisphere markets during September and October. Campaign for Wool builds on Chairman of Jaeger and the British Fashion Council Harold Tilman is a keen supporter of the Campaign for Wool. "WORKING WITH WOOL IS A JOY -- IT PROVIDES THE OPTIMUM BLEND OF COMFORT, TEXTURE AND FLEXIBILITY THAT LENDS ITSELF TO THE VERY BEST CREATIVITY AND DESIGN. AS A FABRIC IT IS ABSOLUTE PERFECTION." HAROLD TILMAN