HOW TO USE THIS ONLINE MAGAZINE
by clicking the arrows at the side of the page.
by clicking anywhere on the page. A slider will appear, allowing you to adjust your zoom level.
and move the page around when zoomed in by dragging the page.
and return to the original size by clicking on the page again.
by entering text in the search field and click on "In This Issue" or "All Issues" to search the current issue or the archive of back issues
a PDF of this magazine.
by clicking on thumbnails to select pages, and then press the print button.
a page via email, Facebook, Twitter and more.
TO VIEW PREVIOUS EDITIONS
, click the
button at the bottom of the screen.
Beyond the Bale : Feb - Mar 08
AWI's integration with Australian Wool Services (AWS) and its acquisition of the Woolmark brand will underpin its capacity to build global demand for Australian Merino wool. This was the key message delivered to woolgrowers at the AWI Wool Unlimited forum in Geelong,Victoria, in November 2007, where industry experts proclaimed that the company's evolution from a domestic research agency into an international fibre innovation and marketing business would help to secure lucrative opportunities in overseas markets. The merger has established a substantial network of professional representatives throughout America, Europe and Asia who are forging a stronger presence in major apparel markets. These connections were evident at the forum -- AWI's major grower calendar event -- which was addressed by prominent international wool and fashion industry experts including New York-based textile sales agent Vince Mancini and Andreina Longhi, director of Milan-based public relations consultancy Attila and Co. Mr Mancini said that although wool is present in the US Global trends for Australian Merino Australian Merino wool was showcased in front of the world's fashion media in January when five talented young designers unveiled their collections at a fashion show event in Florence, Italy, as part of AWI's Protégé Project. Launched in June 2007, the Protégé Project applied the Renaissance model of patronage to the fashion system of today. Five prominent, international fashion figures -- Karl Lagerfeld, Donatella Versace, Paul Smith, Francisco Costa for Calvin Klein, and Franca Sozzani, editor-in-chief of Italian Vogue -- were invited to serve as mentors and select respective protégés. The protégés' assignment was to present a collection that would reveal the potential of Australian Merino wool in the realm of men's and women's fashion. This initiative, promoted by AWI, was enthusiastically supported by the top designers involved who dedicated their time and expertise to the project. Selected for the project were : ú Jean-Pierre Braganza (originally from Canada) for Karl Lagerfeld; ú Kristian Aadnevik (from Norway) for Donatella Versace; ú Julian Louie (from the US) for Francisco Costa; ú Ioannis Cholidis (from Greece) for Paul Smith; and ú Sandra Backlund (from Sweden) for Franca Sozzani. The five protégés worked with AWI to source and develop the most beautiful and luxurious Australian Merino yarns and fabrics. Some of the world's most illustrious textile manufacturers including Cerruti, Ermenegildo Zegna, Loro Piana, Carlo Barbera, Botto Poala, Reda, Vitale Barberis Canonico, Chiavazza, Zegna Baruffa, Filature Tollegno and Lora e Festa supplied fabrics and yarns in the finest Australian Merino wool for the five protégés' collections. The final collections were showcased at a special Gala Evening held during the Pitti Immagine Uomo exhibition at the Palazzo Corsini, Florence. Pitti Uomo is part of the Pitti Immagine group of events and is the leading trade fair for knitwear trends in men's wear presenting an up-to-date picture of international fashions. The launch of the Protégé collection is the key event to mark the 200-year anniversary of the shipping of the first bale of Australian wool to Europe -- 200 years of quality, luxury and innovation. ú More information: www.merinoinnovation.com New talents show off their wool creations 16 GLOBAL BEYOND THE BALE apparel market -- the world's largest, with an annual retail value of $300 billion -- efforts by the Australian industry to capitalise on wool's strength, versatility, environmental assets and fashion-forwardness would capture a greater market share. "This will also be dependent on educating the trade and consumers," he said. "The predominant challenge for wool in the US is changing the perception of key players within the buying public, particularly generation Y and the price-immune sports- performance market," Mr Mancini said. "AWI's participation in the sector will help to alter the perception of wool, and encourage younger consumers to embrace the fibre and its attributes on their own terms." As wool is increasingly perceived as a discretionary purchase, Mr Mancini said that creating products at a price point suitable for the masses, and simultaneously taking advantage of wool's luxury qualities, represented another test. "More wool garments are being imported from countries where labour costs are lower, which means moderately priced retailers can offer 100 per cent wool sweaters at lesser prices," he said. "The industry therefore must highlight its distinctive features at the upper end of the market, while nurturing processors from cheaper labour-cost centres to satisfy mainstream consumers. "Strong competition from fibres such as cashmere, often associated with luxury, and cotton, which consumers associate with comfort, means that the Australian Merino industry must place a greater emphasis on promoting wool's benefits. Offering blends with competitive fibres, such as wool/ cashmere, could help to develop similar affiliations for Merino, as could use of new technologies and innovations to enhance product differentiation." Mr Mancini said rapidly growing consumer demand for eco-friendly products had also created significant opportunities for wool. "AWI should be encouraging 'green' supply chains by pushing the natural, biodegradable and sustainable features of wool," he said. Ms Longhi, who promotes Australian Merino wool in Italy on AWI's behalf, said the eco-fashion 'megatrend' gripping the UK and some European countries was still in its infancy in Italy. However, she said younger generations were becoming "increasingly interested in ecological practices" and preferred sustainable products. 1 1. KRISTIAN AADNEVIK chosen by DONATELLA VERSACE A Norwegian who moved to England to attend London's Royal College of Art, Kristian Aadnevik began working for companies of the calibre of Harrods International in London and Charles Jourdan in Japan after completing his studies. In 2004 he made his own signature debut, presenting his collection during London Fashion Week. Acclaimed in the British press as "one of the most interesting young talents on the London scene", he counts the Crown Princess of Norway Mette-Marit among his admirers on the home front. Donatella Versace, who chose Kristian for his rock attitude, is enthusiastic about the collection her protégé designed with Australian Merino wool. Further coverage of the Protégé Project will be in the next edition of Beyond the Bale. ú PHOTOS: STEFANO GUINDANI
Feb - Mar 08 Supplement
Apr - May 08