Woolmark & Anne Geddes promote benefits of Merino wool

31 Aug '11

3 min read

The Woolmark Company and famed photographer Anne Geddes, two great Australian icons, have joined forces to launch the latest Australian Wool Innovation (AWI) research and marketing program addressing the needs of the emerging Mother and Baby sector of the global apparel market.

Health and safety is paramount in parents' minds when it comes to making choices about what products to use on their infants, and with this in mind the program has been initiated to provide this support and promote Australian Merino wool across pregnancy wear through to baby wear, swaddles and blankets.

For centuries, mothers and carers have been wrapping and swaddling babies in natural fibres to keep them warm and comfortable. Merino wool is the natural fibre of choice for babywear, infants' apparel and sleepwear. In particular, because babies are far more prone to heat loss or heat rises than adults, maintaining a healthy skin and body temperature is critical.

The announcement of this program is timely as the industry sees the emergence of the rapidly growing consumer demand for products consistent with a lifestyle of health and sustainability – commonly known as the “LOHAS” consumer.

Merino wool has moisture and temperature management properties, and naturally assists regulation of body temperature. The inherent breathability and active moisture management properties of the fibre also help prevent the skin from becoming clammy, which can provide a more comfortable environment for better sleep.

The Woolmark Company is partnering with Anne Geddes to put a trusted face to this sensitive and emotionally driven market, and present the story of wool and the health benefits associated with its use in this category.

'When Woolmark first approached me to do these images, I thought, “What a perfect fit”. We went back through my archives of all of the images I've done over the last 30 years, and even I was surprised at how often I've used wool before, because it's just such a natural fit with newborns.'

Rob Langtry, Woolmark's Chief Marketing Officer explained, 'Anne Geddes photography is globally recognised for capturing emotion through the inspirations from nature combined with the beauty of an infant or child. We knew that Ms Geddes could create a visual representation for the message behind the Mother and Baby program.'

Anne Geddes' latest project, a glossy magazine, My Pregnancy – A Woman's Story, will launch nationally through newsagents on 7th October 2011. The quarterly magazine follows real people's journeys from pregnancy through to birth in true Geddes style. The backcover of the first edition will feature a stunning image of a pregnant woman with a brand new lamb reinforcing the important synergy between Anne Geddes and The Woolmark Company.

Australian Wool Innovation Limited

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