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Beyond the Bale : September 2011
Aglobal promotion, which presents several Merino wool creations by Giorgio Armani, is featured in all key international Vogue editions from June to October 2011. The promotion will also be featured in online editions of Vogue. 'Wool's Luxurious Touch', as the feature editorial is named, was conceived by L'Uomo Vogue (the Italian men's version of Vogue) and international magazine publisher Condé Nast. AWI CEO Stuart McCullough says the editorial reflects Merino's position as the most premium and fashionable of fibres. "We are very excited about this partnership with Giorgio Armani -- one of the world's most respected luxury brands. It reinforces Australian Merino as one of the most desirable fibres for the high end of the market," Stuart says. "It is the natural qualities of Merino wool, improved by the hard work of the Australian woolgrowers over time, which have created this enviable position in a tough market and we are proud to see the Woolmark logo alongside this iconic brand. "Giorgio Armani has a strong heritage with wool and has shown a great understanding of the fibre through the various Merino wool innovations and developments which are emphasised within his collection." AWI in partnership with Armani is also launching two high profile in-store events this month to showcase the Australian Merino wool in Armani's autumn/winter 2011/12 collection. The first event will take place in Sydney at the Armani boutique in Martin Place, followed by an event in Milan at the boutique on Via Montenapoleone. Both events will highlight Armani's inimitable interpretation of the finest Australian Merino wool in both the women's and men's collections. AWI's "Merino. No finer feeling" FAST FACTS lAll key international editions of Vogue magazine have a multi- page editorial showcasing Giorgio Armani's use of Merino wool for men's and women's apparel. l The promotion is part of the "Merino. No finer feeling" campaign and features the Woolmark logo. l AWI in partnership with Armani is launching two high profile in-store events to showcase Armani's autumn/winter 2011/2012 collection. Woolmark and Ar mani The cover image of the multi-page "Wool's Luxurious Touch" editorial in Vogue. The model wears embossed wool shirt, long lantern skirt, beret, over the knee boots in mesh and lace -- all by Giorgio Armani. September 2011 BEYOND THE BALE 6 OFF-FARM Whether you're in Milan or Mildura, Paris or Parkes, flick through Vogue magazine and you'll soon notice a multi-page editorial featuring Giorgio Armani's use of Merino wool, accompanied by the Woolmark logo and the "Merino. No finer feeling" branding.