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Beyond the Bale : December 2011
4 OFF-FARM December 2011 BEYOND THE BALE FAST FACTS l The rollout of the Campaign for Wool continued across key northern hemisphere markets during September and October. l Campaign Patron His Royal Highness The Prince of Wales opened a new 'Wool Modern' exhibition in London. l Over £6 million ($9 million) worth of editorial value has been achieved to date for the UK component of Campaign for Wool in 2011. l Key retailers and designers are supporting the campaign. Campaign for Wool Celebrations of wool unfolded across key consumer markets during the northern hemisphere autumn, when Wool Week 2011 was held in the UK, and the Campaign for Wool was introduced into Germany, Japan, the Netherlands, Spain and Norway. The Campaign for Wool is a global campaign that encourages manufacturers, retailers and designers to choose wool and, in turn, educate consumers about the fibre's environmental benefits. UK WOOL WEEK Wool Week is the annual culmination of the Campaign for Wool's efforts to raise awareness among consumers of wool's natural benefits. A series of events was held across the country, with the highlight being the launch of the 'Wool Modern' exhibition in London, opened by Their Royal Highnesses The Prince of Wales and The Duchess of Cornwall. This ground-breaking exhibition takes a 21st century look at wool, showcasing the aesthetic, environmental and technical benefits of wool with stunning fashion pieces, installations and products. It displays an incredible glimpse into past and contemporary wool fashion from iconic designers including Yves Saint Laurent, Thierry Mugler and Dame Vivienne Westwood, through to a specially created carpet by Brintons and designed by Erdem. The exhibition was opened in London during September to representatives of fashion, interior design, wool suppliers, manufacturers and retailers, and stars including Academy Award winning actor Colin Firth and his wife Livia Firth, herself a keen advocate of sustainable fashion. All were in attendance to support the campaign and its message that wool is the fibre of the future. THE PRINCE OF WALES In his speech at the launch, His Royal Highness The Prince of Wales said he found the response to the Campaign for Wool, of which he is Patron, was enormously encouraging. "What has been most remarkable about my Campaign for Wool is the spirit of partnership it has managed to engender. It brings out the best in everybody who has been associated with it," he said. "Retail partners, who are quite rightly the fiercest of competitors, are prepared to stand together in support of this campaign - manufacturers and designers from all disciplines have unleashed their creativity to show just what this fibre can deliver. And, significantly, the major wool growing nations of the world have united for the first time in anyone's memory. "Witnessing the combined power of all these supporters is truly inspiring and gives us hope that, if we come together, it is possible, at the end of the day, to encourage people to find genuinely sustainable solutions to the vast array of environmental problems we now face. "I hear that great things are planned for Vivienne Westwood, Livia Firth, Colin Firth, His Royal Highness The Prince of Wale and Her Royal Highness The Duchess of Cornwall at the launch of the Campaign for Wool's 'Wool Modern' exhibition in London, England. "WHAT HAS BEEN MOST REMARKABLE ABOUT MY CAMPAIGN FOR WOOL IS THE SPIRIT OF PARTNERSHIP IT HAS MANAGED TO ENGENDER. IT BRINGS OUT THE BEST IN EVERYBODY WHO HAS BEEN ASSOCIATED WITH IT" HRH THE PRINCE OF WALES