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Beyond the Bale : June 2013
9 off-fArm June 2013 BEyond thE BalE Promotion for the Reaching the Mark documentary that tracks the progress of the finalists of the 2012/13 International Woolmark Prize from their home countries to the final in London. following the success of the 2012/13 International Woolmark Prize in showcasing the quality, versatility and modernity of Merino wool apparel to a global audience, AWI is running the awards again in 2013/14 and expanding into more regions. The interest in these awards from the fashion communities and media globally has been outstanding. It has so far generated more than $67 million in PR value and is helping put wool back on designers' agendas. AWI has once again worked alongside 21 nominating bodies from across the world to select 48 of the most important emerging designers from Asia, Australia, Europe, India and the Middle East, and the USA. Each nominee will design a capsule collection made from Merino wool and present six sketches along with one complete look to a panel of industry experts at one of five regional events held in June and July. The nominees competing at the Australian regional final in Sydney on 17 July are Alistair Trung, Christopher Esber, DRESS UP, Haryono Setiadi, KAHLO, Michael Lo Sordo, Lui Hon and STRATAEUS.CARLUCCI. Esteemed judges from across the world will make up each regional panel. The judges for Australia are Vogue Australia editor Edwina McCann, Harper’s BAZAAR editor Kellie Hush, fashion blogger/The Satorialist Scott Schuman, Australian Fashion Week founder Simon Lock and David Jones womenswear general manager Sophie Clarke. The winner from the regional final will receive a financial contribution towards their next collection, as well as an invitation to participate in the international final hosted at Milan Fashion Week in 2014. AWI CEO Stuart McCullough said the international Woolmark Prize would continue to reaffirm the deep connection between the Woolmark brand and the international fashion industry. “We are delighted that some of last year’s judges have this year returned to fAst fActs l the International Woolmark Prize is being held again in 2013/14, following the phenomenal interest in the 2012/13 award from global fashion communities and media. lAWI has worked alongside 21 nominating bodies from across the world to select 48 emerging designers to compete for the 2013/14 award. l the International Woolmark Prize represents AWI’s commitment to promoting Merino wool and has generated more than $67 million in PR value. help promote emerging talent and the superior qualities of wool,” Mr McCullough said. “This award is our commitment to supporting the future of wool in the international fashion industry and we are honoured to have received backing from the global industry by way of our premier retail partners such as David Jones, along with our judges." The winning collection of the 2012/13 IWP will be available in David Jones stores from August. David Jones will be supporting the collection launch with window displays and a VIP store launch. More information: www.woolmarkprize.com 2013/14 International Woolmark Prize the International Woolmark Prize was one of the most talked about events to storm onto last year’s global fashion scene. And whilst most of us followed it thanks to AWI, national and international media coverage, acclaimed fashion film-maker Anthony Lau was there – every step of the way. Lau travelled to the home countries of the six finalists to hear their stories, learn their history, discover their regional inspirations and observe their ups and downs as they worked their magic with wool. The resultant documentary, Reaching the Mark, takes the audience on a journey, tracking the designers’ progress before ending at the final in London. Here, we are given an insight into the contestants’ aspirations, anxieties, humour and determination as they await the announcement of the award’s winner. International Woolmark Prize official airline partner QANTAS will also be screening Reaching the Mark on selected national and international flights as part of the airline’s on-screen entertainment. The 40 minute documentary will also be screened on Arena on Foxtel on 18 July and will be available on the Woolmark YouTube channel at www.youtube/woolmarkonline Reaching the Mark documentary