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Journey of wool from farm to fashion on Wills stage
Oct '12
The Woolmark Company presents the guide to the most inspiring wool trends and best products for Autumn / Winter 2013-14 in one of the largest fashion trade event of sub-continent, Wills India Fashion Week in New Delhi.

‘The Wool Lab’, is a guide to the best wool trends and products, created to inspire and inform fashion and textile professionals regarding the infinite potential of Merino wool.
The Wool Lab is a permanent laboratory to source the best quality wool products worldwide and to identify the emerging trends in fashion, design, art, pop culture and music. This edition presents nine inspiring themes, with the most interesting new theme being Urban. The Urban theme proposes wool products in a street, young, cosmopolitan way, pushing the casual concept to a more refined and quality-oriented taste.
Out of these nine trends, some are macro-trends, or long waves, moving through fashion and lifestyle with endurable influence.Others are emerging new trends, reflecting what is in vogue right now and the upcoming needs of the future market. Each theme is represented by a collection of commercially available yarns and fabrics, plus some exclusive pieces from Woolmark’s archives to stimulate a contemporary reinterpretation.
The Woolmark Company also unveileda new trade facing campaign in Wills India Fashion Week, Wool Muse, naturally inspired by Australian Merino wool, personifies the journey from farm to fashion in one garment. The Wool Muse image highlights and celebrates the artisan process from woolgrowers, top makers, spinners, weavers, knitters, designers and manufacturers who are inspired to work with Merino wool.
The Wool Muse at WIFW celebrates Merino fibre and educates all those involved in the fashion industry.
The garment starts with natural fleece, and then graduates to processed fleece, wool top, roving, yarn, finishing with a circular knit jersey bodice.
The Art of Merino series celebrates each individual part of the production pipeline, illustrated though floating fibres. The collection features stunning images, which are supported by words, detailing the art involved in spinning, weaving, knitting and the true essence of the Merino woollen fibre. 
The Woolmark Company stand at Wills India Fashion Week is designed by a leading emerging Indian designer, SamantChauhan inspired by his love for Australian Merino wool. He uses wool fibre, top and fabrics to exhibit the various themes of The Wool Lab and also created an environment to highlight the theme of Wool Muse.

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