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Romance was Born with Merino wool
19
Feb '10
With the Woolmark brand and the natural fibre it represents, designer fashion label Romance was Born has helped showcase Australian wool to the world.

The winning design duo of Anna Plunkett and Luke Sales have fallen deeper in love with Australian Merino wool since winning the L'Oréal Melbourne Fashion Festival (LMFF) Designer Award last year and travelling to Florence, Italy to see new ways to build their business.

'We have more respect for wool now as we have been shown its full potential. We always worked with wool, but I guess you are limited by knowledge sometimes when you haven't been specifically trained in it. The award has really opened us up to more possibilities, to what wool has and the new techniques available,' Anna said at the final judging of this year's award.

This season, Anna and Luke have used a formula of advanced machine knitting technology, fuelled by their exuberant creativity and unique sources of inspiration. The result is a Romance was Born wool 'Femme Bot Predator' dress (pictured) as part of the designer's Autumn/Winter collection, available across many stores including Pretty Dog, Corner Shop and LAX.

The countdown is now on for the announcement of the Australia's next fashion star at the 2010 LMFF Designer Award, presented by Woolmark. This year's seven finalists illustrated wool as a fibre for all seasons and all occasions. Luxury lightweight next-to-skin dresses, clean-cut tailored jackets and everyone's old favourite, the warm, chunky knit were discussed in a traditional show-and-tell style presentation by each designer to a panel of judges.

Working on behalf of Australian woolgrowers, Woolmark is again proud to present the LMFF Designer Award supported by Vogue Australia. The competition supports the next generation of Australia's best fashion talent while highlighting the benefits of Australian Merino wool.

Preview the finalists and hear why woolgrowers should invest in fashion from award finalist and woolgrower's daughter Therese Rawsthorne.

With an increasing environmental awareness around the globe, this year wool is enjoying Royal attention, with HRH the Prince of Wales running a Wool Campaign to lift the profile of wool as a natural alternative to what he describes as 'landfill fibres'.

'Man has evolved with wool and even the best boffins in the best laboratories could not recreate many of wool's natural attributes. When will we learn that we can't replace nature?' The Prince asked at the launch last month.

Anna Plunkett of Romance Was Born agreed, 'just as we have had a reawakening to wool through this award, I believe the world is also. Natural fibres are becoming more popular and the consumer can choose to pay that bit extra for something that will last and wear longer and better.'

The winner of the 2010 L'Oréal Melbourne Fashion Festival Designer Award, presented by Woolmark and supported by Vogue Australia, will be announced on March 16.

Australian Wool Innovation Limited

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