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Showcase of 'Wool's Luxurious Touch' collection
Sep '11
Australian Wool Innovation (AWI) in partnership with Armani, one of the world's most respected luxury brands, has launched in store events to showcase Armani's Autumn Winter 2011/2012 collection.

These events took place in Sydney at the Armani boutique in Martin Place on the 8th September followed by Milan, at the boutique on Via Montenapoleone, on the 14th September 2011, highlighting Armani's inimitable interpretation of the finest Australian Merino wool through both women's and men's collections.

Mr Armani said, 'I have always been fascinated by the versatility of Merino wool and its ability to adapt to every season. Merino wool has a "personality" that allows it to be transformed, recently also thanks to completely new techniques and innovative treatments.'

'Wool's Luxurious Touch', as the project is named, was conceived by L'Uomo Vogue and Condé Nast. Giorgio Armani has a strong heritage with wool and has shown a great understanding of the fibre through the various Merino wool innovations and developments which are emphasised within his collection.

A global campaign, photographed by Pier Paolo Ferrari, presents ten wool creations by Giorgio Armani. These images feature in L'Uomo Vogue and all key international Vogue editions from June to October 2011. Through his unique and neat aesthetic, Giorgio Armani presents the immense potential of Merino, an eco-friendly, incredibly fine and high performing modern fibre.

It is the natural qualities of Merino wool, improved by Australian producers over time, which has affirmed its position as the most luxurious and fashionable of the natural fibres.

Stuart McCullough, CEO of AWI explains, 'We are very excited about this partnership which reinforces Australian Merino as one of the most desirable fibres for the luxury end of the market.

It is the hard work of the Australian woolgrowers which has created this enviable position in a tough market and we are proud to see woolgrowers' logo (Woolmark) alongside this iconic brand. As the world's foremost designer, Armani adds to our message to consumers that there is “No Finer Feeling” than wearing Merino wool.'

Vogue editorial opinion:
The most precious and finest wool, transformed by the master of the Italian style, Giorgio Armani, in creations boasting an extraordinary aesthetic impact. It's the new wool: eco-sustainable, boasting a unique softness and natural characteristics of intense and unequalled value.

Thanks to its fineness and quality, achieved in the last decade through the engagement of the Australian woolgrowers, that has managed to affirm it as the material par excellence for luxurious fashion prêt-à-porter.

This is also the belief of Giorgio Armani, which, like no other, has developed the inspiring qualities of wool in the past, and now manages to enhance even more its natural potential, through a constant research on the material.

Indeed, suchamazing progress derives from the achievements and innovation obtained at the very beginning of the wool production process. Similarly to the great wine “crus”, it's the “terroir” the winning factor, determining the high quality of Merino wool.

After the breeding and shearing, Merino wool arrives in Italy to be transformed, allowing a dialogue between two excellences, both contributing to the creation of an extraordinary product. Resulting in quality that was difficult to imagine not that long ago.

Australian Wool Innovation (AWI)

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