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Merino on stage at Rosemount Australian Fashion Week
11
May '11
Australian Merino was a star performer on the catwalk during Rosemount Australian Fashion Week's (RAFW) spring summer 2011/2012 collections last week.

Local designers including ellery, Ginger and Smart, Dion Lee and Toby Maclean at Flowers for a VagabOnd infused their collections with the transeasonal magic of Merino.

Ginger and Smart set the pace early with an off schedule launch to their Spring Summer collection with vibrant neons and feminine skirts and dresses pumped up with masculine notes.

A navy jacket in wool georgette and a neon yellow dress were standouts supported by funky t-shirts of the lightest luxe marle printed with silicon lettering and teamed with flowing skirts.Designer Genevieve Smart said the wool pieces had been well received by buyers. “Wool is such a beautiful transeasonal farbric. It's perfect for spring/summer as it's cool and breathable. And it feels beautiful against the skin.

“Wool moulds well so it's a dream to work with. It also absorbs colour brilliantly which is why we used it with the yellow. It really makes the colours pop.”

Like all retail partners involved with the Campaign for Wool Australia, Ginger and Smart are highlighting to consumers how wool is not only natural, but versatile and renewable.

The Flowers for a VagabOnd's 2011/2012 Spring Summer Collection set a tone of its own with basic blacks and whites and used Merino to almost translucent effect.

Designer Toby Maclean draped sheer wool tops over slips, mixing these with body contouring wool jersey dresses.

Toby admits he has a soft spot for Merino having grown up on a Merino farm outside Walgett, NSW.

“Of course the type of wool we are using now would just blow your mind. It's so soft when you put it on,” said Toby.

Australian Wool Innovation (AWI) are the owners of the global Woolmark brand which promotes the use of wool throughout the global fashion industry. Woolmark works closely with local and international designers to source and develop fabrics and knitwear made from quality Merino.

Design partners are granted access to the newest wool technologies from spinners and weavers across the globe. The result is fashion at its most innvoative – bright colours like those used by Ginger and the Smart and the superior drape of quality Merino.

Once a winter staple, Australian Merino is now truly trans-seasonal and gaining popularity in spring/summer collections, action sports clothes and street wear. The inherent properties of Merino ensure softness and warmth when it's cold, and coolness and breathability on hot days.

Rob Langtry, Chief Marketing Officer, Woolmark International explained, “AWI are pleased to continue supporting Australian designers who showcase the latest Merino wool developments as this in turn educates the consumer about the benefits of Merino which is a key objective of Woolmark's global marketing campaign.”

Australian Wool Innovation (AWI)


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