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Beyond the Bale : September 2012
10 10 off-fArm September 2012 Beyond the Bale 2012has seen AWI re-establish its presence in France – the birthplace of fashion, of haute couture and home of some of the world’s top designers – and encourage the blossoming passion for Merino wool by the country’s fashion industry. The French edition of Vogue, Vogue Paris in collaboration with AWI and French fashion industry body ‘Chambre Syndicale de la Haute Couture’ has released a special 16-page feature in the September issue of the coveted fashion publication. The feature highlights unique and inspiring interpretations of Merino wool by ten of France’s most prominent Haute Couture designers. Under the banner of AWI’s global marketing campaign ‘Merino. No Finer FeelingTM’, the initiative is helping AWI re-engage with the country so influential in the fashion industry. The featured designers are Jean Paul Gaultier, Maison Martin Margiela, Atelier Gustavo Lins, Christophe Josse, Anne Valérie Hash, Alexandre Vauthier, Alexis Mabille, Bouchra Jarrar, Maison Rabih Kayrouz and Maxime Simoens. The promotion has been designed for cross-media distribution, having been launched online by Vogue in a microsite at www.vogue.fr on the same day the September issue hit the newsstands (23 August) and will continue until 23 October. The microsite features a video from the shoot, and imagery of the Vogue photo shoot, as well as exclusive interviews with each of the ten designers, and a presentation of the International Woolmark Prize’s finalists and their designs. All content crosses over to AWI’s online marketing channels. Special edition reprints of the 16-page feature are being distributed by AWI and Chambre Syndicale to their associates. AWI’s Chief Strategy and Marketing Officer Rob Langtry said, “The calibre of designers supporting the Vogue special feature and endorsing the ‘Merino. No fASt fActS l AWI is re-engaging with the French womenswear apparel market thanks to a collaboration with Vogue Paris and French fashion industry body ‘Chambre Syndicale de la Haute Couture’. l A special 16-page feature appears in the September edition of Vogue Paris, highlighting the use of Merino by ten of France’s most prominent designers, including Jean Paul Gaultier and Maison Martin Margiela. l The calibre of designers supporting the Vogue feature supports the intrinsic connection between Merino wool and the global fashion industry. Finer FeelingTM’ campaign highlights the intrinsic connection between the global fashion industry at the highest level and the Woolmark brand. “ The partnership with Vogue Paris and Chambre Syndicale represents the return of AWI and Woolmark in what is the most important and influential womenswear market globally.” AWI was also an official partner to the Chambre Syndicale’s International Festival of Fashion and Photography at Hyères in the South of France earlier this year. The event, attended by more than 1000 influential designers and artists, comprised fashion shows from ten of the brightest rising fashion stars with awards presented by L’Oréal, Première Vision and Chloé to the most outstanding designers. To accompany the Hyères festival, an event was held in Paris at the elegant Palais de Tokyo. AWI was the principal partner for the event which attracted more than 450 guests from France’s fashion and art industries who were treated to a live broadcast of the fashion shows from Hyères. International Wool Textile Organisation (IWTO) chair, Peter Ackroyd, said AWI’s presence in France is one which should be applauded. “ There is considerable excitement in France about Woolmark’s return after an absence of several years,” Mr Ackroyd said. “ The relationship between France and AWI has been revived and 2012 has proved to be extremely prosperous. Merino wool continues to be held in such high regard within the fashion industry and where better to promote it than in the birthplace of fashion – in France.” More information: www.vogue.fr/woolmark www.merino.com France: Wool in Vogue pages from the ‘La laine à l’honneur par dix designers’ (‘Wool in the spotlight by ten designers’) 16-page wool designer feature in Vogue paris. this spread features a wool design by Jean paul Gaultier.