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Beyond the Bale : September 2012
OFF-FARM 7 Aknitwear exhibition in the heart of one of the world's leading fashion centres, Milan, has showcased the quality of Merino wool and the Australian wool industry to audiences of influential fashionistas and fashion loving consumers. The "Maglifico! Sublime Italian Knitscape" exhibition, of which AWI was presenting partner, was launched during Milan's Men's Fashion Week and illustrated the long love affair between fashion and Merino wool. Showing from June until the start of September, the exhibition featured the work of Italian designers who have crafted the versatile wool fibre into both commercially viable products and one-off masterpieces. The exhibition paid homage to Italian manufacturers of knitwear -- highly sort after by the world's most influential brands -- and the manufacturers' long history and experience passed on from one generation to another. The common theme connecting all the exhibited pieces was the close relationship between this Italian manufacturing industry and Australian producers of Merino wool. AWI country manager for Italy, Lisa Lisanti, said the exhibition's opening in June was a huge success. "More than 500 people attended the opening including top designers such as Missoni, Rivetti, Marras, Bikkemberg and top names of the national and international fashion system," Ms Lisanti said. "Zegna Baruffa also provided some wonderful knitted blankets and precious Merino wool in raw form, allowing visitors to discover the beauty of the natural fibre. "In addition there were more than 100 fashion editors, bloggers and TV crews in attendance. The exhibition has received exceptional reviews across a host of printed and online publications as well as TV. The media value of the coverage achieved is currently more than four times the budget allocated for the event." Within "Maglifico!", a special area was dedicated to yarns and in particular FAST FACTS l A high-profile knitwear exhibition held in the fashion hotspot of Milan highlighted the importance and quality of Australian Merino wool. l AWI had a special Woolmark- branded installation within the exhibition that demonstrated wool is the ideal natural choice for knitwear. l Well-known brands such as Chanel, Yves Saint Laurent and Giorgio Armani made their presence felt within the exhibition. Merino wool yarns. AWI was present inside the exhibition with a special installation, created by design visionary Angelo Figus, to celebrate wool and create a sensorial and educational experience of Merino wool. The different areas inside the exhibition revealed wool's versatility, inspiration to well-known names in fashion, including Chanel, Yves Saint Laurent, Giorgio Armani, Prada, Missoni, Vivienne Westwood, and other new innovative designers including Paolo Errico, Boboutic, Henrik Vibskov and Aimo Richly. This exhibition follows on from last year's successful "Unravel: Knitwear in Fashion" exhibition, of which AWI was also presenting partner, held at the prestigious MoMu fashion museum in Antwerp, Belgium. More information: www.woolmark.com/feature-maglifico Lana bella! Beautiful wool! Crowds at the "Maglifico!" knitwear exhibition in Milan. September 2012 BEYOND THE BALE