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Beyond the Bale : March 2014
12 OFF-FARM March 2014 BEYOND THE BALE international designers and brands including JW Anderson, Burberry, Martin Grant, Roksanda Ilincic, Richard James, JJS Lee, Richard Nicoll, Pringle, Roland Mouret, Jil Sander, Jonathan Saunders, Alexander Wang and Vivienne Westwood. This promotion takes AWI's collaborations with designers to the next vital stage, from product through to consumer promotion: "Fashion designers have long been in the loop regarding Cool Wool's potential -- follow their lead this season and acquire a trophy piece," Vogue advises its readers. Shot by popular London photographer Mel Bles, the Cool Wool garments embody a modern contemporary styling with a 'Cool' urban attitude. Mixing womens and mens styles and modeled by Querelle Jansen and Louis Steyaert, they are a demonstration of Merino wool's versatile textures and colours. "With Cool Wool there's no compromise: its natural elasticity and absorbent composition creates crease- free and colour-friendly fabrics. Perfect for summer evenings," runs Vogue. "Wrap it, FAST FACTS l The February edition of British Vogue has published a sixteen- page feature promoting lightweight Cool Wool apparel for the warmer seasons, selecting menswear pieces to complement the womenswear promotion. l AWI has been collaborating with leading designers to help them develop Cool Wool apparel collections and they will now be available in-store for consumers to purchase across the Spring/Summer 2014 season. l The designers, including Alexander Wang, Vivienne Westwood and Burberry, present their modern interpretations of Cool Wool fabrics for this Vogue feature. Pages from the February edition of British Vogue promoting Cool Wool. "Light as a feather and soft to the touch, there's only one way to feel fresh during the summer months -- with Cool Wool." So runs the lead statement in the 16-page feature of British Vogue's February Catwalk edition -- the first issue of the year for the Spring/Summer 2014 season and a reference guide to the warmer months for followers of fashion. The lightweight, commercially available garments that are featured have been created by some of the top British and belt it, drape it, wear it: favourite staples have year-round appeal. Take your signature pieces through the seasons." A snappy, contemporary video featuring music by award winning musician Bob Bradley with Sarah Wassall supports the consumer campaign. And as the weather in Britain (finally!) moves into spring, the designer garments will be showcased in retail windows. AWI will also be using these images in other international editions of Vogue and GQ. The International Wool Secretariat's (IWS) Cool Wool program, launched nearly 30 years ago, sought to change the perception of wool from being only a heavy, warm thermal product. In many ways the campaign used up until the late- 90s was very successful. However, the new Cool Wool campaign takes the concept even further for the 21st century with even lighter weight Merino fabrics and yarns, ensuring that Merino is an ideal fibre to wear all year-round. More information: www.merino.com/coolwool Vogue: Keep your cool "SOFTLY SOFTLY: ENVELOP YOURSELF IN LUXURIOUS LAYERS OF COOL WOOL TO EMANATE AN EASY YEAR-ROUND COMFORT." BRITISH VOGUE