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Australian Merino wool takes centre stage in Seoul
Jan '09
Australian fashion labels – Sabatini, Kirrily Johnston and Gina Kim – this week are helping AWI and Austrade grow the Korean market for Australian Merino wool.

The labels are participating in a special event in Seoul – with the theme of 'Colours of Australia' – to celebrate Australia Day 2009.

A mix of 100 percent and wool-rich garments will grace a catwalk at the event to showcase the elegance and luxurious feel of the Australian Merino wool fabrics and demonstrate why the fibre is the natural choice for fashion.

Adding to the gala atmosphere of the event, celebrities from the popular Korean television show 'Global Talkshow' (or 'Minyodul-e-suda' in Korean) will model the Australian designer fashions.

Australian Merino will also be featured in a range of everyday wear by Australian brand Red Island whose 100 percent Merino range will appeal to the casual wear segment of the Korean apparel market.

AWI's regional general manager Asia Pascal Senkoff says: 'AWI is pleased to partner with the Australian Government through Austrade on the inaugural Colours of Australia event. It is a key component of our Korean Marketing Program aimed at developing the huge potential for Australian Merino in the Korean domestic market.'

Austrade's Seoul-based Senior Trade Commissioner Martin Walsh says: 'In the past year Koreans imported US$ 5 billion worth of overseas fashion apparel and accessories making Korea an opportunity market for Australian fashion industry exporters. Wool garments in particular are a specialty of Australian fashion and offer Korean consumers a uniquely different consumer choice.'

Australian Wool Innovation (AWI)

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