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Beyond the Bale : September 2013
11 OFF-FARM September 2013 BEYOND THE BALE OFF-FARM AWI Chief Strategy and Marketing Officer Rob Langtry said, “Moving into the fourth year of the five year global Merino Wool. No Finer FeelingTM campaign, we are now seeing apparel brands focusing their promotions in leading international media titles on the ingredient fibre of their seasonal designs. They are heavily featuring and referencing Merino sheep and the versatility and performance benefits of the fibre. The louder voice from these leading media and designer collaborations in their education of consumers is a clear indication that the communication started by AWI in 2010, when we returned to global marketing, is well on track.” More information: www.vogue.co.uk www.merino.com The October issue of Vogue UK is getting back to nature, with the high- profile fashion magazine publishing an eight-page feature on Merino wool. The UK remains one of the most important and arguably the most dynamic flagship market in fashion apparel, in both marketing and manufacturing terms. Photographed by internationally acclaimed fashion and music photographer Yelena Yemchuk, the feature is running as part of the Merino Wool. No Finer FeelingTM fibre advocacy campaign and collaborates with six renowned fashion designers. Victoria Beckham, Alexander McQueen, Roksanda Illincic, Christopher Kane, J.W. Anderson and Stella McCartney present their modern interpretations of Merino wool for this Vogue feature titled Back to Nature. Appropriately titled, Yemchuk shot Back to Nature in the great outdoors with a mob of Bowmont sheep - a British breed that is a cross between Saxon Merino (75%) and Shetland (25%) - at Westcott Farm in Devon, UK. It illustrates the farm to fashion story and places a greater emphasis on the wool fibre than what has generally been done in the past. The garments featured capture Merino wool’s versatility across different pieces of knitwear, wovenwear, outerwear and next-to-skin apparel. The text used to complement the photographs expresses Merino wool’s natural properties, performance benefits and trans-seasonal usage, exemplifying the notion that style and ethics go hand-in-hand. FAST FACTS l The UK edition of Vogue has collaborated with AWI and six world renowned UK-based fashion designers to promote Merino wool in the October issue of the magazine. l The designers, including Victoria Beckham, Alexander McQueen and Stella McCartney, present their modern interpretations of Merino wool for this Vogue feature. l The eight-page feature titled Back to Nature is part of AWI’s Merino Wool. No Finer FeelingTM fibre advocacy campaign. Pages from the feature in the October edition of Vogue UK promoting Merino wool. Back to nature in Vogue UK As the text explains: “Contemporary British designers know the virtues of a fabric that works with them as opposed to against. Offering unlimited fabric and design options and naturally anti-static, Merino handles like a dream when it comes to creating the end vision.” The Back to Nature feature will be distributed across both online and print mediums, with a video also accompanying the photographs. Magazine features such as this, the Vogue Paris feature (opposite), along with Fleece Academy published in GQ UK (see overleaf), provide valuable publicity for Merino wool and the Woolmark brand, and cement the fibre’s rightful place in the fashion industry and within key consumer markets across the world.