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Beyond the Bale : March 2014
KOREA The travelling Wool Modern exhibition, as part of the global Campaign for Wool, was on display at the Ara Art Centre in Seoul as part of Wool Week Korea. The exhibition featured a number of international works as well as specially commissioned pieces from Korean designers showcasing the versatility of wool. It attracted more than 4000 visitors. Wool Modern Korea included educational talks for fashion students. Designer HwaJin Oh and exhibition curator Charlotte Lurot presented production techniques and processes using wool. In addition to the Wool Modern exhibition, there was a retail campaign involving collaborations with leading department store Lotte, and fashion brands such as DAKS, Barbour, John Smedley and Wolsey. Lotte presented a wool-themed fashion show is association with DAKS and the Campaign for Wool, highlighting wool’s natural, renewable and biodegradable properties. DAKS, DAKS Golf, DAKS Kids, Vivienne Westwood, Burberry, Paul Smith, Cambridge Members and Wolsey also displayed Campaign for Wool message boards in Lotte, celebrating the campaign and encouraging consumers to live naturally and choose wool. More information: www.campaignforwool.org The initiative paired some of China’s best-known retailers – Anzheng, Decoster, Eachway, ICICLE, JNBY and White Collar – with fashion and textile design students from design institutions across the country. It introduced the students to the many natural advantages and versatility of wool, and inspired them to create outstanding woollen designs with the guidance of designers from the leading Chinese brands. The designs of the six student designers were displayed during Wool Week at Super Brand Mall in Shanghai at a special pop-up store. The launch was attended by journalists from renowned fashion and trade media. BELGIUM Antwerp hosted a Fashion Talks seminar as part of a special, one-off Campaign for Wool event. An esteemed panel including Style. com editor-at-large Tim Blanks, fashion designer Walter van Beirendonck and industry stalwarts Stefan Siegel and Concetta Lanciaux discussed the changing landscape of fashion in front of a 500-strong audience which included Queen Mathilde of Belgium, along with Prime Minister Kris Peeters who opened the event. 2012/13 International Woolmark Prize winner Christian Wijnants spoke with journalist Veerle Windels about the positive effect winning the award has had on his career, in particular the commercialisation of his winning collection in leading global retailers such as Harvey Nichols, 10 Corso Como and David Jones. 9 OFF-FARM SPAIN Spain hosted Campaign for Wool celebrations for its third year. More than 100 retailers and brands threw their support behind the campaign with window decorations, special promotions and in-store activities. Social media activity engaged more than 10,000 followers and the Campaign for Wool achieved more AU$3.7 million in PR value. As in previous years, the Campaign continued to work closely with the city council of Madrid to bring wool-themed events to the streets. For 2013 the high-end commercial centre of Madrid, Barrio de Salamanca, celebrated wool with activities open to the public. A “Wool Park” was created in central Madrid, where visitors could discover all about wool’s natural properties in a timeless garden where all seasons converged to show wool’s benefits year around, and where a flock of sheep delighted visitors. CHINA The fashion and education initiative “ Wool School”, which has already been successfully running in other regions, launched in China in 2013 as part of the country’s Campaign for Wool celebrations. March 2014 BEYOND THE BALE China: Wool School products on models at Super Brand Mall. Belgium: Attendees at the Fashion Talks seminar. Korea: An exhibit at the Wool Modern exhibition in Seoul, as featured in Vogue Korea. Spain: The window display of one of more than 100 retailers and brands that promoted wool products during Wool Week.