Maintaining China’s desire for Aussie wool

Maintaining China’s desire for Aussie wool

Wool Extra brought to you by AWI
AWI CEO Stuart McCullough at the opening of the New World Wool gala event, with supermodel Xiao Wen Ju and Editor in Chief of Vogue China, Angelica Cheung.

AWI CEO Stuart McCullough at the opening of the New World Wool gala event, with supermodel Xiao Wen Ju and Editor in Chief of Vogue China, Angelica Cheung.

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Advertiser content: Trade between China and Australia is fundamental for the Australian wool industry. In 2018, AWI has marked more than half a century of a cross-cultural partnership between Australia and China – spanning trade through to design.

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Trade between China and Australia is fundamental for the Australian wool industry. In 2018, AWI has marked more than half a century of a cross-cultural partnership between Australia and China – spanning trade through to design.

By not only looking back at China’s astonishing growth, but more importantly looking to the future, AWI aims to secure Merino wool’s position as the fibre of choice for China’s burgeoning middle class.

As part of its commemoration of 50 years of successful wool trade between China and Australia, AWI’s marketing arm The Woolmark Company collaborated with six Chinese fashion designers to create collections made from Australian Merino wool.

Their collections, which utilised innovative wool fabrics from manufacturing partners in China, were launched at the ‘New World Wool’ event in October – with an exhibition and a digital runway presentation at the iconic Shanghai Fosun Art Centre.

The presentation incorporated a four-minute film, directed by the globally acclaimed fashion film director Tim Richardson and featuring supermodel Xiao Wen Ju, showcasing the Merino wool collections.

The event was attended by key supply chain partners including President of National Textile and Garment Council, Sun Ruizhe; Australian Ambassador to China, Jan Adams; key media such as Editor in Chief of Vogue China, Angelica Cheung; Editor in Chief of Elle China, Xiao Xue; Editor in Chief of T Magazine China, Feng Chuxuan; as well as celebrity guests including supermodel Xiao Wen Ju; fashion “it” girl Chen Ran and actress Kimmy Tong.

“The event in Shanghai showcased Australian Merino wool in a dazzling way to the cream of the Chinese fashion and textile industries as a modern and innovative fibre used by the most important designers of the new world,” said AWI CEO Stuart McCullough.

“As China has consolidated its position as one of the essential engines of the global economy, so too has the country cemented its relationship with Australian Merino wool. The natural fibre has become a pillar of China’s apparel industry, both in the manufacturing and the consumption of garments, and the relationship between Australia and China continues to deepen.”

As the long-term strategic partner of The Woolmark Company, premium retailer Lane Crawford was the exclusive partner to present the New World Wool capsule collections. The collections were displayed from 26 October to 7 November at Lane Crawford Shanghai Times Square with an artistic pop-up installation. Customers were able to pre-order these exclusive collections in store.

For more information, head to www.woolmark.com

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