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Beyond the Bale : March 2014
In addition to the partnership with Savile Row at the Cabinet War Rooms, AWI continued its collaborations with some of the best iconic and emerging designers at London Collections: Men fashion week -- Paul Smith, Richard James, Lou Dalton, Christopher Raeburn and Jonathan Saunders -- as a way to highlight the importance and relevance of Merino wool within menswear for the Autumn/Winter season and especially within the British fashion and textile manufacturing industry. Mr Langtry said, as a supporter of London Collections: Men since its inception, AWI continues to expand and develop its activities and partnerships at the event. "We are very pleased to see London Collections: Men continue to grow as a dynamic platform for menswear with an increasingly pervasive influence on global fashion. The involvement of the fashion industry leaders of Britain assures those engaged in menswear of continual improvements in design and presentation and increased visibility for our ingredient: Merino wool." Paul Smith used the event to present his "British Collection", all made from 100 per cent Australian Merino wool, including some lightweight Cool Wool and Travel Suit pieces for the rising number of business travelers to multiple climates across the year. Richard James hosted a star studded catwalk show on Park Lane showcasing exquisite tailoring and a wide variety of Merino wool fabrics across the majority of pieces in his new collection, including lightweight Cool Wool pieces. Lou Dalton used a range of heavier wools for outer wear, mixed with Cool Wool weights for Autumn/Winter, offering a lighter product for the mid-season. Christopher Raeburn for the first time in his collection showcased fully fashioned knitwear -- which is all 100 per cent Merino wool. This complemented his outerwear and lightweight pieces, all of which were manufactured by British companies. Jonathan Saunders produced 21 Merino wool garments for his Autumn/Winter collection, including launching a collaboration with Lyle & Scott knitwear, and using an innovation normally retained for the car industry that bonds two Merino fabrics together. The England cricket team might have got hit for six during their recent Ashes tour, but that hasn't stopped the UK's appetite for the "gentleman's game". Following on from the "The English Gentleman at Lord's" event in June last year, British GQ has produced a 10-page feature on the event in its February 2014 edition (the northern hemisphere Spring consumer issue) which complements the extensive coverage that British GQ gave the event at the time the event was held for the trade. The different range of outfits on show in the heritage rooms and terraces of Lord's Pavilion, showcases Merino wool's extensive versatility from summer sports jackets to cricket sweaters, taking in blazers, lightweight suits and flannel waistcoats with trousers. The tailored collection represented a powerful combination of beautiful materials -- principally Merino wool in fine lightweight Cool Wool fabrics -- and unparalleled artisanship. British GQ: Style beyond the boundary Designer collaborations at London Collections: Men 11 OFF-FARM March 2014 BEYOND THE BALE Example of AWI e-marketing. Part of the 10-page spread that featured in the February 2014 edition of British GQ.