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Beyond the Bale : March 2012
66 OFF-FARM December 2011 BEYOND THE BALE FAST FACTS l The Campaign for Wool continues to build momentum across the world and an active program of events is planned for 2012. l Australia will host a Wool Week in April, the highlight being the Wool Modern exhibition that will visit Sydney. l Retailers and business owners are encouraged to get involved in the Campaign; key retailers and designers are supporting the campaign. While The Campaign for Wool continues to build momentum in key northern hemisphere markets, the campaign is also continuing apace here in Australia. The highlight of the campaign in Australia during 2012 will be Wool Week (23-29 April) which will see Australia embrace all things woolly for seven days of wool-focused activity in fashion and interiors. The focal point for Wool Week this year will be the ground-breaking ‘Wool Modern’ exhibition – a celebration of wool in the 21st century – which will be held at the historic Pier 2/3, Walsh Bay in Sydney. Wool Modern will celebrate the aesthetic, environmental and technical benefits of wool with stunning fashion pieces nested alongside wool-focused installations and products by interior designers, artists and photographers. There will be an exclusive look at the wool archives from fashion designers including Theirry Mugler and Sonia Rykiel, with innovative new pieces by renowned designers and brands including Giles Deacon, Mark Fast, Erdem, Paul Smith, Vivienne Westwood and David Koma among others. This Australian leg of Wool Modern’s global schedule will also include pieces from local designers including Collette Dinnigan, Willow, Romance Was Born, Josh Goot, ELLERY, Jenny Kee and Akira and also feature work from three of Australia’s most talked about interior designers Sarah King, Emma Elizabeth and Henry Wilson. Other retailers that are providing strong support to the Campaign and will have wool products and in-store installations available from April include Sportscraft, Kookai, Country Road, Gorman, EMU Australia, MJ Bale and Decjuba. “ Following on from our Australian launch at Admiralty House in 2011, it is fantastic to see even more brands and retailers get behind the campaign this year,” said AWI CEO Stuart McCullough. “ Wool Modern is a great opportunity for us to showcase great Australian designers using a great Australian product and show these designers side by side with some of the best in the world.” Wool Modern launches at Pier 2/3, Hickson Rd, Walsh Bay on the 24th April and closes 30th April 2012. Entry is free. The Wool Modern exhibition will continue its world tour by travelling to Shanghai in October with special Chinese commissions. 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. Information about how Australian retailers and business owners can get involved in the campaign is available on the Campaign for Wool website. Marketing collateral, such as shop window decals and in-store showcards, is available to encourage customers to buy wool products. By registering your support of Campaign for Wool, you are joining a global campaign. More information: www.campaignforwool.com.au www.woolmodern.com Wool Modern to arrive downunder March 2012 BEYOND THE BALE 6 OFF-FARM HRH The Prince of Wales launching the Wool Modern exhibition in London last year. The exhibition opens in Sydney on 24 April and runs until 30 April. John Galliano menswear alongside Christopher Farr ’s woollen rug make a wild and wonderful display in the Wool Modern exhibition. PATRON: HRH THE PRINCE OF WALES “FOLLOWING ON FROM OUR AUSTRALIAN LAUNCH AT ADMIRALTY HOUSE IN 2011, IT IS FANTASTIC TO SEE EVEN MORE BRANDS AND RETAILERS GET BEHIND THE CAMPAIGN THIS YEAR.” STUART McCULLOUGH, AWI CEO