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Beyond the Bale : September 2013
88 OFF-FARM September 2013 BEYOND THE BALE It seemed only fitting that a place where legends are made provided the backdrop for an event starring a legendary fibre – that the historic home of the gentleman’s game was the setting for an event presenting the modern-face of British elegance – and that the bespoke tailors of Savile Row once again formed a hard-hitting partnership with AWI and the Woolmark brand to showcase first class craftsmanship and fine Merino wool in front of an international audience of buyers and journalists. Staged as part of the Spring/Summer 2014 edition of the London Collections: Men fashion week, “The English Gentleman at Lord’s” event involved more than one hundred dapper models dressed by Savile FAST FACTS l Australian Merino wool and lightweight Cool Wool apparel were showcased as the modern face of British elegance at the iconic Lord’s cricket ground in June in front of an international audience of buyers and journalists. l The event was staged by AWI in collaboration with the bespoke tailors of Savile Row as part of the Spring/Summer 2014 edition of the menswear-specific fashion week London Collections: Men. l As a supporter of London Collections: Men since the event’s inception, AWI continues to highlight the relevance of Australian Merino wool within menswear and especially within the British fashion industry. Row’s famous tailors in stylish attire for the warmer seasons. The tailored collection represented a powerful combination of beautiful materials – principally Merino wool in fine lightweight Cool Wool fabrics – and unparalleled artisanship. The different outfits on show, spread through the heritage rooms and terraces of Lord’s Pavilion, ranged from summer sports jackets to cricket sweaters, taking in blazers, lightweight suits and flannel waistcoats with trousers. Under the artistic direction of GQ Creative Fashion Director Jo Levin, the event celebrated the authentic English approach to menswear, highlighting the Part of the three page fold-out spread of “The English Gentleman at Lord’s” event that featured in the UK edition of GQ magazine. PHOTO: Robert Fairer historical role played by Merino wool throughout the spring and summer seasons over the centuries in a variety of lightweight fabrics and knitwear. The event paid homage to AWI’s Cool Wool campaign, relaunched last year to extend the wool selling seasons beyond the traditional autumn and winter. The campaign aims to persuade fashion designers and consumers that lightweight Merino wool is the perfect natural fibre for warmer climates, due to its breathability, temperature management, elasticity, performance, fineness and drape. AWI Chief Strategy and Marketing Officer Rob Langtry, who attended the English Gentleman at Lord’s event, said the partnership which had formed between AWI and Savile Row was one built on similar principles. “Both share values of excellence, integrity and a commitment to quality,” Mr Langtry said. “Our collaboration at the Lord’s event showed the level of elegance and beauty which could be achieved through Merino wool. The fibre is very much relevant today.” Legends of cricket attending the event included Jeff Thomson, Brian Lara, Graham Gooch, John Emburey and Gladstone Small.