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Beyond the Bale : December 2012
12 OFF-FARM December 2012 BEYOND THE BALE Wool is a luxury material. And when we speak about luxury we speak about wool." So exclaimed Donatella Versace at the opening of an exhibition titled 'When Wool is in Fashion', hosted during Milan Fashion Week by AWI in conjunction with Vogue Italia and L'Uomo Vogue. "Wool is one of those fabrics that I always use; a material so beautiful in its essence, extremely sartorial by nature it allows you to play and mix it with different materials," the chief designer and vice- president of the Versace Group explained. The exhibition is one element of AWI's global 'Merino. No Finer FeelingTM' fibre advocacy campaign and followed on from the photo shoot featuring 10 well-known international fashion brands which appeared in the two prestigious publications, along with a 102-page book titled The Art of Merino. An Extraordinary Matter. Some of the most important names in the fashion and textile industry attended the event, showing support to the woolgrowers of Australia with the aim of increasing sales and encouraging more designers to work with wool. Among the guests were editor-in-chief of Vogue Italia and L'Uomo Vogue Franca Sozzani, Paolo FAST FACTS l An exhibition 'When Wool is in Fashion', created by Vogue Italia and L'Uomo Vogue in collaboration with AWI, opened during Milan Fashion Week to reaffirm Australian Merino wool's position within the luxury apparel market. l The exhibition -- attended by some of the most important names of the fashion and textile industry -- showcased a photo shoot featuring 10 well-known international fashion brands who also provided quotes endorsing the fibre to accompany the images that appeared in Vogue publications. l The project was part of AWI's global 'Merino. No Finer FeelingTM' fibre advocacy campaign that is starting to get real penetration in fashion markets. Wool lauded by fashion designers Zegna, Pier Luigi Loro Piana, Carla Sozzani, Teresa Missoni, Michael Roberts and Raffaello Napoleone and other important names of the international fashion industry. AWI's Chief Strategy and Marketing Officer Rob Langtry said the entire project reaffirmed Merino wool's position within the contemporary luxury market. "We are very proud to be working alongside the most important designers, media and industry representatives on behalf of the Australian wool industry," Mr Langtry said. "Australian wool is the best in the world and is being acknowledged as such through this amazing campaign. "Working in collaboration with Vogue -- both for the artistic book and magazine advertorial -- propels Australian Merino wool further into the spotlight and cements AWI and the Woolmark brand within the global fashion market. "One of the ways we measure the success of our campaigns is engagement with industry partners. From the two we started with, and five last year, this year we are getting close to 40." More information: www.woolmark.com www.merino.com View a video of the Milan event at www.youtube.com/ woolmarkonline "