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Beyond the Bale : December 2013
trends for consumers across the world, especially Asia. To help celebrate 25 years of the magazine, AWI – under its Merino Wool. No Finer FeelingTM fibre advocacy campaign – has collaborated with GQ to create a 26-page magazine feature in which the 14 music icons are tailored with Australian Merino wool. The editorial feature in the December edition of the magazine hit newsstands on 31 October and was also available for tablet applications, as well as online on the www.gq .co.uk website which housed a special video created by the musicians specifically for the collaboration to showcase the drape and movement of Australian Merino wool. The feature highlighted the perfection of bespoke Savile Row tailoring and the carefully crafted woven fabrics that were derived from Merino wool produced by Australia’s woolgrowers. AWI Chief Strategy and Marketing Officer Rob Langtry said the collaboration with British GQ presented Merino wool in a truly iconic way, highlighting Merino fashion and tailoring to the modern-day consumer. “For 25 years GQ has been the leader in men’s fashion and making it accessible to an increasingly discriminating global audience,” Mr Langtry said. “Like rock ’n’ roll, fashion has its icons – personalities and designer inspiration that rise above short-term trends and drive true change and innovation. GQ has presented these fashion icons for 25 years, just as in this issue they celebrate 25 years of rock ’n’ roll in wool tailored by Savile Row. Merino wool is, and always has been part of this fabric of modern life 5 December 2013 BEYOND THE BALE OFF-FARM The photo of Bryan Ferry featured in the shop window of Anderson & Sheppard. – real, accessible, responsible and iconic.” The collaboration provides consumers with instant visual access to the variety and flexibility offered by wool, from luxury suiting to more relaxed tweeds and coats as preferred by each of the musicians. The versatility of Merino wool and the mix of different music genres provide a snapshot of Music. Fashion for your ears and Fashion. Music for your eyes. The British GQ 25-year celebration also coincided with a two week display on Savile Row and Jermyn Street in London of life-size images of the musicians in their wool finery and commemorative window decals, and Woolmark and wool displays. British GQ editor-in-chief Dylan Jones explains how the collaboration between the magazine and AWI represents the core common values shared by the two iconic brands. “For the past 25 years GQ has gone out of its way to celebrate the classic and the contemporary, the traditional with the modern. In our rock ‘n’ roll Savile Row wool story in our 25th anniversary we think we may have achieved the perfect fusion of the two. By shooting some of the greatest rock icons in the best of Savile Row wool tailoring, we hope we have produced a timeless portfolio that properly reflects the brand values of both GQ and Woolmark.” More information: www.merino.com/wool-rocks-gq -/