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Beyond the Bale : September 2013
1212 OFF-FARM September 2013 BEYOND THE BALE and ultimately see the demand for wool increase in premium markets. With consumers becoming more and more concerned with provenance stories as well the eco-credentials of a fibre, it is important to continue to spread wool’s message in these markets. GQ highlights the fact that Merino wool is a fully renewable fibre source, stating that as long as “the grass grows, the rain falls and the sun shines”, wool will continue to be produced and Australia will remain at the forefront of the supply chain. It also highlights that wool is ideal for creating richly coloured fabrics, is adaptable to innovation and has unique softness and performance attributes. “Whether it’s next-to-skin garments, fine tailoring or robust outerwear, Merino wool is the designer’s choice.” Fleece Academy has been produced for cross-media distribution, with online and mobile variations created to further extend the feature’s reach. GQ’s website will also host video footage of the Fleece Academy photoshoot, offering viewers an exclusive behind-the-scenes look. More information: www.gq -magazine.co.uk www.merino.com With London firmly cementing its place as the home of menswear, high-profile men’s fashion magazine GQ UK is celebrating Merino wool in this lucrative market, with a special six-page feature paying homage to the noble fibre in the magazine’s October edition. Titled Fleece Academy, the feature collaborates with more than 15 internationally acclaimed fashion designers, some of whom also support AWI’s Cool Wool campaign. E. Tautz, Jonathan Saunders, Richard Nicoll, Lou Dalton and Christopher Raeburn all recently presented their Spring Summer 2014 range at London Collections: Men (see page 9), which had a strong focus on Cool Wool lightweight fabrics. Here, they return to endorse Merino wool alongside fashion heavyweights including Z Zegna, Paul Smith, Christian Lacroix and Johnstons of Elgin for the Fleece Academy. With five stunning images against the backdrop of two English mills, the images offer readers an insight into the woollen FAST FACTS l The UK version of GQ magazine is publishing a six-page feature on Merino wool in its October edition. l The promotional feature collaborates with top menswear designers who endorse Merino wool. l Titled Fleece Academy, a strong emphasis is placed on consumer education and on the Merino fibre. Pages from the feature in the October edition of GQ UK promoting Merino wool. GQ UK: a yarn about Merino fibre and a garment’s origins. The photos depict autumn layering of key Merino wool pieces, expressing the versatility of the fibre from knitwear to fine tailoring, and from softness to performance coatings and accessories. Shot on location at Spectrum Yarns and Taylor & Lodge in Huddersfield, the collaborative campaign has a strong focus on education, as well as an emphasis on the grassroots of a garment. As the GQ feature explains: “When versatility, quality and performance are needed, fashion brands buy Merino wool...from farms that have stayed in the same family for more than 100 years. Human values, as much as climate and terrain, are the foundations of these industries, and Merino wool provides the staple ingredient for the global fashion arena.” It is promotional pieces such as this which play a crucial role in educating a new generation about wool’s inherent properties, as well as help place the fibre as the fabric of choice for contemporary fashion. Having internationally acclaimed designers endorse Merino wool builds on the reputation that AWI and the Woolmark brand have been working to achieve