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AWI to support Woolliwoolli at Mercedes Australian Fashion Week

31 Mar '06

2 min read

Australian Wool Innovation Limited (AWI) to support Australian Merino wool designer label Woolliwoolli, which will launch at Mercedes Australian Fashion Week in late April.

The label of young rural-based designer Josephine Nathan will feature in the new generation show as part of fashion week, a show which has been the starting block for internationally recognised designer labels such as Akira, Camilla & Marc, Tsubi and sass & bide.

Speaking to sheep producers at AWI's 'Pathways to Profit' forum in Hamilton, Victoria, Ms Nathan said she was thrilled to be taking her designs to a wider Australian audience.

“On the catwalk, Merino wool can be an influencer and trendsetter,” Ms Nathan said.

Josephine Nathan is one of a number of Australian designers supported by AWI through assistance sourcing and developing exciting new Australian Merino wool fabrics, to helping with contacts through the international apparel supply chain.

AWI Fashion Communications Manager Melissa Grace said although designer fashion's significance in volume sales was small, its importance as an influencer and trendsetter in mainstream fashion apparel was immeasurable.

“Leading designers have an enormous impact on trends in the mainstream retail brands so it is vital that AWI works with key designers to reinforce the presence of Australian Merino wool in the design end of the Australian fashion industry, showcasing its versatility both here and overseas,” Ms Grace said.

Ms Grace said that Woolliwoolli offered unique and exciting knits through Josephine Nathan's focus on using 100 per cent Australian Merino wool, in her unique 'twist and wrap' yarn knits.

As well as Woolliwoolli signature knits, the fashion week collection will include Australian Merino wool bikinis uniquely developed through the interweaving of Merino and lycra.

Australian Wool Innovation Limited

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