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Beyond the Bale : December 2012
15 OFF-FARM December 2012 BEYOND THE BALE Zegna: a passion for wool consumers about the wonderful natural qualities of Merino wool. The campaign is one element of AWI's global 'Merino. No Finer FeelingTM' fibre advocacy campaign and highlighted the fineness, versatility, comfort and luxurious touch of Merino wool. These qualities have been achieved thanks to both Zegna's craftsmanship and to the passion of Australian woolgrowers who grow the world's finest Merino wool to the very highest standards. AWI's Chief Strategy and Marketing Officer Robert Langtry said, "The ongoing partnership between AWI and Ermenegildo Zegna was solidly based on common values such as excellence, innovation and commitment to quality. "It is essential to continue to educate and inform consumers around the world about the extraordinary qualities of Merino wool. Both Zegna and Australian woolgrowers have a long lasting engagement to make the best of this unique, precious fibre." Zegna and Australian woolgrowers have a close and lengthy association, perfectly represented by the Ermenegildo Zegna Extrafine Wool Trophy that was established in 1963 by Zegna. The award honours the commitment of Australian woolgrowers to quality along with their common pursuit for excellence. The award was founded to stimulate the production of the finest Merino wool in Australia, as Zegna strongly believed in the potential of fine woollen fabrics. To create such fabrics, it was essential to get fine and superfine wool, therefore Ermenegildo Zegna was primarily interested in encouraging growers to produce fine wool, supporting their efforts and attention to quality. "The longstanding collaboration with Woolmark confirms the Zegna Group's continued commitment to supporting and promoting the production of Merino wool," says Anna Zegna -- Image Director of the Zegna Group. "This coming year we will celebrate the 50th anniversary of the Zegna Wool Awards, a competition established in 1963 to award and reward Australian woolgrowers dedication to quality. "The partnership with The Woolmark Company confirms, therefore, this deep and lasting commitment by the Zegna Group to encourage breeders producing fine wool to obtain the finest and highest possible quality of pure Merino wool." More information: www.merino.com/zegna FAST FACTS l Iconic menswear brand Ermenegildo Zegna is reaffirming its passion for Merino wool through its latest campaign. l Zegna and the Woolmark brand have had a long-standing relationship, spanning nearly 50 years. l The campaign is one element of AWI's global 'Merino. No Finer FeelingTM' fibre advocacy campaign and highlighted the fineness, versatility, comfort and luxurious touch of Merino wool. Almost 50 years ago Ermenegildo Zegna became the first Woolmark licensee. Now, the iconic menswear brand is reaffirming its passion for Merino wool, featuring the precious fibre in the company's stunning new international advertising campaign which was launched in association with AWI. Featuring iconic wool pieces from Zegna's latest Autumn Winter collection, the joint advertising campaign ran from October to December in some of the most important men's fashion publications in China, the UK, USA and France, with the objective of informing and educating Men's Merino wool apparel is featured in Ermenegildo Zegna's new international advertising campaign, which is launched in association with AWI.