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Wool Week 2011 kicks off
Sep '11
Wool Week 2011, the annual culmination of Campaign for Wool's efforts to raise awareness of wool, continues its celebrations with the launch of 'Wool Modern'.

Their Royal Highnesses The Prince of Wales and The Duchess of Cornwall last night officially opened the exhibition 'Wool Modern' with an audience of fashion, interior design, and wool industry representatives including Academy Award winning actor Colin Firth, and his wife Livia Firth, herself a keen advocate of sustainable fashion.

Dame Vivienne Westwood, Lily Cole, Julia Restoin Roitfeld & Robert Konjic, Giles Deacon, Amber Le Bon, Lady Amanda Harlech, Henry Holland, Talulah Harlech, Daisy De Villeneuve, Jeremy Hackett, Jasmine Guinness, Mary Charteris, Bay Garnett, Katie Grand, Nicholas Kirkwood and many more viewed the exhibition.

“Wool is one of the world's great natural fibres, famous for its versatility and comfort – warm in winter, cool in summer. I do believe that because it is such a luxury fabric that its status will increase. People will not want manmade fibres anymore and luxury will be seen in the great traditional, natural, fibres,” commented Vivienne Westwood.

This groundbreaking exhibition takes a 21st century look at wool, one of the oldest natural fibres known to man. It displays an incredible glimpse into the wool archives from designers including Thierry Mugler, YSL, Giles Deacon and Paul Smith; while challenging perceptions with innovative displays such as Isabel Berglund's Queens Chair, Mark Fast, Simone Rocha and Craig Lawrence's new designs, through to a specially created carpet by Brintons and designed by Erdem. All items showcase the aesthetic, environmental and technical benefits of wool with stunning fashion pieces, installations and products.

Over 150 companies have joined the Campaign for Wool to date, pledging their support and helping reach over 165 million people with the message of natural wool benefits. Over 850 stores in the UK last year promoted wool benefits during Wool Week and in 2011 the Campaign for Wool is rolling out in Australia, New Zealand, Spain, Netherlands, Japan, Germany and Norway.

Wool Modern the exhibition is open for free to the public from September 8th – 29th at La Galleria, Pall Mall, London, SW1Y.

The exhibition will travel to Australia mid 2012.

Australian Wool Innovation Limited

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