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Wool Stocktake : AWI Annual Report 2012-13
AWI held the 2012/13 International Woolmark Prize which is a global fashion design award to identify the world's foremost emerging designers and highlight the diverse interpretations of Merino wool within their collections. The initiative crossed borders and cultures by recognising outstanding new design talent from emerging and established fashion hotspots around the globe. The competition was held in the five key fashion and retail regions of Europe, Australia, India, China and the USA. The International Woolmark Prize is in keeping with AWI's long tradition of supporting individual excellence in design, and aims to highlight the beauty of the Merino wool fibre at the hands of the world's fashion artisans. The award increases the Woolmark brand's credibility within the international fashion community. This is an award for the new generation of designers, shifting the focus from glamour to true talent, which perfectly complements Merino wool's credentials as a quality, natural fibre with integrity. Vogue was the global media partner of the International Woolmark Prize, which also involves the world's most important buyers, retailers and fashion councils. An important element of this prize is the commercialisation of Australian Merino wool products within leading retailers in each of the key regions. Christian Wijnants from Belgium, the winner of the international final held in London in February 2013, receives financial support to assist his next fashion show. In addition, he has had his collection commercialised through a series of international retailers associated with the project including David Jones in Sydney, Harvey Nichols in the UK, Joyce in China, Eickoff in Germany and Bergdorf Goodman in the USA. The judging panel for the 2012/13 competition was made up of eight of the most important and influential people in fashion, each one a pillar of the global fashion industry: Diane von Furstenberg, Donatella Versace, Franca Sozzani, Tim Blanks, Victoria Beckham, Andrew Keith, Carla Sozzani and Paula Reed. The International Woolmark Prize is being held again in 2013/14, with regional finals having been held in June and July 2013. For more information visit www.woolmarkprize.com The designers Merino wool collections were showcased in front of influential media of the fashion world. AWI continued its five-year global "Merino Wool. No Finer FeelingTM" fibre advocacy campaign that is informing a new generation of consumers -- and the fashion community -- across the world about the natural attributes and benefits of Merino wool. The campaign establishes Merino wool as the fabric of choice for fine, contemporary fashion. This year, the campaign involved AWI strengthening its partnerships with well-known designers and fashion houses. Brand endorsements of the campaign provide real penetration in fashion markets. There has been a raft of endorsements in leading fashion magazines (including Vogue, Marie Claire, GQ and Esquire) and online by international designers and brands from Ermenegildo Zegna to Vivienne Westwood. AWI promoted the fibre across the world in numerous high-profile publications -- traditional and digital. For example, AWI worked with the Italian men's version of Vogue, L'Uomo Vogue, on a fashion photo shoot of Merino wool-rich pieces from the autumn/winter 2012/13 collections of 10 well-known international menswear and womenswear fashion brands: Thom Browne, Dolce & Gabbana, Salvatore Ferragamo, Givenchy, Marc Jacobs, Donna Karan, Lanvin, Missoni, Diane von Furstenberg and Alexander Wang. Each of the brands provided quotes, endorsing Merino wool, that accompany the photos. AWI also had a major collaboration with Vogue Paris and French fashion industry body 'Chambre Syndicale de la Haute Couture' resulting in a special 16-page feature highlighting unique and inspiring interpretations of Merino wool by ten of France's most prominent Haute Couture designers including Jean Paul Gaultier, Maison Martin Margiela, Atelier Gustavo Lins, Christophe Josse, Anne Valérie Hash and Alexandre Vauthier. The calibre of designers that are endorsing the campaign supports the intrinsic connection between Merino wool and the global fashion industry. The campaign is being undertaken in partnership with manufacturers, retailers and the media over five years across all AWI's marketing initiatives. The Merino.com website enhances the campaign by containing relevant educational information about campaign initiatives and partnerships, and information about the provenance and benefits of the fibre. For more information visit www.merino.com Pages from the Wool in the spotlight 16-page designer feature in Vogue Paris. REPORT OF OPERATIONS -- MARKETING
AWI Annual Report 2013-14
AWI Annual Report 2011-12