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Beyond the Bale : Apr 07 - May 07
By Kellie Penfold Leading Australian fashion retailer David Lawrence has been working with AWI to enter the Verified Australian Merino (VAM) program, to help ensure the quality of Australian Merino wool garments sold in Australia and New Zealand. VAM is a worldwide initiative recently introduced by AWI to verify the Australian Merino content of garments. The procedure will help retailers such as David Lawrence who rely on providing their customers with the highest-quality garments made from the highest-quality fibres. The new-look David Lawrence collection is marketed as reflecting luxury, sophistication and excitement. A large percentage of the collection uses the finest-quality Australian Merino wool to imbue the garments with luxury, durability, breathability and femininity. By working with AWI, David Lawrence is able to assure customers that it is proudly Australian and enthusiastic about working with Australian Merino wool. To this end, David Lawrence will be promoting its use of Australian Merino wool in its stores. Garment swing tickets, show cards that stand on tables with folded garments, postcard flyers for customers -- which have also been mailed to everyone on the David Lawrence loyalty customer database -- and information on the David Lawrence website will further explain to consumers the unique attributes and benefits of Australian Merino wool. David Lawrence has 33 stand-alone stores across Australia and New Zealand, and 53 concession stores within Myer and David Jones. Jennifer Lau, AWI's product marketing manager Australia, says she is "extremely proud" every time a designer of the calibre of David Lawrence approaches AWI because they believe in the quality of Australian Merino wool. "AWI is proud to be able to provide David Lawrence with a credible way to verify the use of Australian Merino wool in its garments," Ms Lau says. "To know that the Australian Merino logo will be displayed on such a respected Australian designer's clothing shows that the VAM procedure provides a competitive advantage to retailers." She says AWI will continue to build on the direct business relationship with David Lawrence, and will help with supply-chain development, garment testing and marketing collateral to build customer awareness of Australian Merino wool fashion apparel. ú More information: www.davidlawrence.com.au; www.merinoinnovation.com Leading fashion retailer joins quality scheme Women can rest assured their David Lawrence garments are made from the best wool, now that the retailer is part of the AWI-initiated Verified Australian Merino program By Kellie Penfold Astriking collection of black and cream maternity wear made from Australian Merino wool captured the attention of the judges at The Australian Wool Fashion Awards this year and won the Supreme Award for 23-year-old fourth-generation woolgrower Tia Carrigan, a graduate from ueensland's Moreton Institute of Design. The awards were held on 17 March at the New England Girls School (NEGS) equestrian centre in Armidale, New South Wales. Supported by AWI, the aim of TAWFA is to encourage the use of Australian Merino wool by young designers. Now a major wool industry event, TAWFA helps to drive the development and promotion of Australian Merino to the Australian and international fashion world through awards, education and technical advice. Professional and semi-professional designers and students, both secondary and tertiary, use the many versatile wool and wool-blend fabrics to create their entries. Designers in this year's competition were provided with innovative fabrics developed by AWI, including: ú a soft, lightweight Australian Merino wool and soybean fibre blend; ú a woven Australian Merino blended with sea shell extracts that enhances the innate natural qualities of the two fibres and results in an antibacterial, breathable, extra-soft, trans-seasonal fabric suitable for all kinds of clothes from suiting to fashion apparel; and ú a new kind of wool-poplin fabric that is lightweight with easy-care properties. TAWFA 2007 received more than 400 entries. The 107 finalists were all part of the Awards ceremony. The fashion parade of finalists saw Australian Merino wool pushed beyond the traditional boundaries. Every year TAWFA is judged by high-profile fashion industry personalities, to provide the entrants with an opportunity to receive real insight into how their garments will be perceived by the industry. The 2007 Awards judging panel included Tracey McEldowney, editor of fashion magazine Ragtrader, the Australian Women's Weekly's Clementine O'Hara, Michael Perri, menswear designer for Sportcraft, and Susie Thompson from Herringbone. "The entire TAWFA program this year has exceeded our expectations," says Mrs Liz Foster, managing director of TAWFA. "From the number and calibre of entrants, through to the high numbers of attendants at the Awards ceremony, as well as the use of the NEGS equestrian centre as a new venue, it has been very successful and we can only see a bigger and brighter 2008 and future for the awards. "It is interesting to find that every year a high number of entrants show a real passion for Australian Merino wool and an interest in the quality. It is a good sign for the industry." The rewards for TAWFA winners include substantial cash prizes, gifts of work experience with leading Australian fashion designers and scholarships to study at recognised fashion institutes. Melissa Grace, AWI's fashion communications manager, says: "This year's TAWFA awards were of an extremely high standard. With representatives attending from some of Australia's top retail chains, including Westfield, Sportscraft and Herringbone, the awards offer an invaluable opportunity to young students and semi-professional designers from across Australia." ú More information, including how to enter The Australian Wool Fashion Awards 2008: www.tawfa.com.au And the winner is... Australian Merino wool The fashion parade of finalists in The Australian Wool Fashion Awards saw Australian Merino wool pushed beyond the traditional boundaries 20 FASHION BEYOND THE BALE Tia Carrigan of Queensland's Moreton Institute of Design with her TAWFA Supreme Award- winning collection of maternity wear made with Australian Merino wool.
Jun 07 - Jul 07
Feb 07 - Mar 07 Supplement