The highlight of Campaign for Wool 2013 will be in Italy, where the program was this week launched for the first time with the involvement of both industry and consumers, building a bridge between the textile community, the fashion system and people.
The core activity will be a Wool Week till September 16, with promotional and educational initiatives taking place in partnership with the leading Italian department store, La Rinascente. Consumers will be invited to discover the natural origin and eco-credentials of the fibre, illustrating the journey from farm to fashion: how wool is produced from sheep and transformed into the most stunning and beautiful fashion pieces thanks to the passion and creativity of the entire supply chain.
Unique in-store animations through the seven floors of La Rinascente - encompassing classic menswear, women's wear, children's wear, casual and sports apparel, interiors textiles - and an artistic, visionary window displays will also attract and engage consumers and highlight the natural beauty of Merino wool. This activity will provide enormous visibility for the eco-friendly message of the campaign, thanks to the immense windows and central position of the store, facing the Duomo of Milan, the very heart of the city.
Each day, one million people pass La Rinascente and will be attracted by a stunning visual display, inspired by the most important features of Merino wool - breathability, elasticity, multi-climatic versatility, performance, warmth and comfort, etc. - and realized by five of the most prestigious Italian fashion and design schools and universities, under the artistic direction of Angelo Figus.
To launch the educational promotion at La Rinascente, a 40-metre sheep and grass pen was set up in front of the department store alongside the Duomo, to highlight the natural origin of wool and offer to consumers an unexpected wool experience.
To open Wool Week with a memorable event, The Woolmark Company joined forces with leading textile trade show Milano Unica and supported ON Stage, a spectacular fashion show involving the most appreciated new talents of global fashion. The designers presented their unique interpretations of wool at a collective fashion show that took place in the most prestigious and marvelous location of Milan, the Galleria Vittorio Emanuele II, located close by the Duomo and to La Rinascente.
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