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Beyond the Bale : September 2012
September 2012 BEYOND THE BALE 11 OFF-FARM FAST FACTS l Condé Nast in Italy, in collaboration with AWI, is featuring images of the latest Merino wool rich garments from ten internationally renowned brands in the September editions of L'Uomo Vogue and Vogue Italia. l The images, along with quotes from the brands endorsing wool, are being included in a book produced by Vogue that promotes Merino wool. l Vogue is also arranging a photographic exhibition about wool to be exhibited during Milan Fashion Week later this month. Italy: Wool in Vogue of the "Vogue system". This initiative is branded under the banner of AWI's global marketing campaign 'Merino. No Finer FeelingTM'. Vogue has also arranged a photographic exhibition about wool to be exhibited during Milan Fashion Week later this month. The Marketing Director of L'Uomo Vogue Stefania Vismara said, "Our purpose was to create a true "art book", something unprecedented, to collect, show, draw inspiration from and above all to propel the AWI has been working with the Italian men's version of Vogue, L'Uomo Vogue, on a fashion photo shoot of Merino wool rich pieces from the autumn/winter 2012/13 collections of 10 well known international menswear and womenswear fashion brands. The brands are Thom Browne, Dolce & Gabbana, Salvatore Ferragamo, Givenchy, Marc Jacobs, Donna Karan, Lanvin, Missoni, Diane von Furstenberg and Alexander Wang. Each of the brands has provided quotes, endorsing wool, that accompany the photos. Images from the photoshoot are being featured in a new 102 page book titled "An Extraordinary Matter, the Art of Merino" which is being inserted as a supplement into the September edition of L'Uomo Vogue. An abstract of the book featuring some of the fashion brand images is being inserted into the September edition of L'Uomo Vogue and Vogue Italy. The book will be also distributed by AWI at the fashion and textile trade shows the company attends during September and October. The book is split into two parts. The first section explains the origin and attributes of Merino wool and Merino fabrics, plus the Woolmark brand, through a visually and emotionally stunning combination of images. The second section presents the interpretation of wool by the 10 top international designers told through the powerful language of fashion photography and personal quotes from each of the designers, in the best tradition designers towards an even greater use of this material, as told in a "language" -- that of image -- they truly understand. "I would like to stress how happy we are with the result, which exceeded our expectations. In light of this, we would like to first and foremost thank AWI for its most precious collaboration." More information: www.vogue.it www.merino.com One of pages featuring wool in the September edition of Vogue Italy. This page features a wool design and endorsement by Dolce & Gabbana.