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Beyond the Bale : December 2013
88 OFF-FARM Now in its fourth year, the Campaign for Wool, of which His Royal Highness The Prince of Wales is Patron, is a global campaign that aims to encourage manufacturers, retailers and designers to choose wool and, in turn, educate consumers about the fibre’s environmental benefits. The Campaign for Wool is run every year through a sequence of Wool Weeks in the most important key markets of the world through co-branding initiatives and in-store promotions. The campaign continues to expand globally, with Italy holding its inaugural Wool Week this year. Australia, New Zealand and South Africa initiatives occurred earlier in the year during the southern hemisphere autumn/ winter retail season. Some of the highlights from northern hemisphere Wool Week activities are listed below; initiatives in other countries, such as China, Korea, Belgium and Spain, are also being held at the moment. FAST FACTS l Celebrations of wool unfolded across key consumer markets during the northern hemisphere autumn retail season. l The Campaign for Wool is being celebrated on an unprecedented global scale, with Italy for the first time taking part in the campaign’s initiatives. l The campaign has been instrumental in driving a new demand for wool internationally. ITALY Milan hosted the country’s inaugural Wool Week during September, with promotional and educational initiatives taking place inside and in the windows of the leading Italian department store, La Rinascente in Milan. The seven-floor mall encompasses classic men’s wear, women’s wear, children’s wear, casual and sports apparel, interiors textiles and more, and was the perfect stage to promote the natural beauty of wool, thanks to the central position of the store, facing the Duomo of Milan, the very heart of the city. One million people pass every day in front of La Rinascente. A highlight was a 40-metre sheep and grass pen set up in front of the department store alongside the Duomo, to highlight the natural origin of wool and offer to consumers an unexpected wool experience. To open Wool Week, AWI also joined forces with leading textile and trade show Milano Unica and supported ON Stage, a spectacular fashion show involving some of the most appreciated new talents of global fashion. The designers presented their unique interpretations of wool at a collective fashion show that took place in one of the most prestigious locations in Milan, the Galleria del Corso, located close by the Duomo and to La Rinascente. One of the windows of the La Rinascente department store in Milan highlighting the benefits of wool. A live knitting display in the window of the John Lewis department store on Oxford Street in London. A pen of sheep set up alongside leading Italian department store La Rinascente, in front of which one million people pass every day. December 2013 BEYOND THE BALE Campaign for Wool across the world