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The Campaign for Wool kicks off
Oct '11
Celebrations of wool unfolded across the Northern Hemisphere last week with the introduction of The Campaign for Wool in Tokyo, Berlin, Amsterdam, Madrid and Oslo.

On the 3rd of October the British Consulate in Tokyo hosted a reception with a difference. The lawns filled with a flock of grazing sheep followed by a fashion show exhibiting the season's best wool designs for men and women. Throughout the rest of the city, retailers such as Isetan, Paul Smith, and DAKS celebrated the International Wool Week with in store displays showcasing new wool wear.

Wool Modern, the ground breaking exhibition first launched at London's own Wool Week on 7 September, arrived in a new location to take over the Galeria Kaufhof store at the Alexanderplatz in Berlin on the 4th of October. Demonstrating the pleasing aesthetics, environmental sustainability and technical uses of wool, the exhibit saw fashion pieces from Mark Fast and Paul Smith as well as interior designs from Johanna Richter, Isabel Berglund and Britta Teleman.

The grandiose Maison de Bonneterie department store in Amsterdam celebrated International Wool Week on the 5th of October in Amsterdam. As well as the city centre branch, the store located at The Hague showcased international fashion brands as well as the most exciting up-and-coming designers such as award winning fashion designer Magnus Dekker – all using wool. A special window display was installed by the students of Individuals at AMFI with a suit made with woollen fabric of Dormeuil.

Dressed in a woollen outfit by fashion designer Hans Ubbink, the famous Dutch musical star Jim Bakkum went “under the wool”. Amsterdam locals were able to take their picture together with Jim and learn about sleeping better with wool.

On the 6th of October in Madrid, celebrated designer Estrella Archs created a surreal and magical showcase titled Avenue of Wool on Madrid's Serrano Street, themed around a heaven and earth motif. The event emphasized how wool's natural qualities start within the earth and will one day return there. In the city's Salamanca district, retailers such as Roberto Verino, Zara and El Corte Inglés celebrated wool in stores.

On the 10th of October the Norwegian capital promoted the origins of wool with a sheep-shearing event held next to the Parliament Building. Throughout the city, a 'woolly trail' saw designers including Cecilie Melli, Kari Traa, and Tine Solheim showing off the fibre's versatility in installations and shop fronts. Elsewhere, wool products were up for sale including a special pop up shop within Steen & Strøm, Norway's largest department store.

Australian Wool Innovation Limited

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