News

Korea celebrates Campaign for Wool

22 November 2012

Celebrations of wool continue to unfold across the world, with Korea holding a successful event for the Campaign for Wool.

A mini fashion show in the embassy garden was a highlight for all those in attendance
A mini fashion show in the embassy garden was a highlight for all those in attendance.

Under the patronage of HRH The Prince of Wales, the Campaign for Wool runs in collaboration with woolgrowers and the fashion and textile industries worldwide, with an event held on October 8 at the British Embassy in Seoul.

Garnering support from Lotte Department Store, along with international brands including Geiger, Harris Tweed, John Smedley, Highland Tweeds, Barbour, Loft design by, Vicomte A., Bellio, Mocklis, and Korean local brands such as Cambridge Members, T.I. For Men, Franco Ferraro, Wolsey and Meriqueen, the Campaign for Wool event attracted more than 150 guests including brand representatives from major partnering companies. Fashion industry VIPs and media personalities included Ara Cho, Sunghyun Kim, Minji Kim, Jeayoon Yim, and Sungkun Kim, along with the fashion designers who starred in Project Runway Korea 4.

The event was officially opened by The Woolmark Company country manager Hyunwon Lee, along with British Ambassador Scott Wightman and Australian deputy head of Mission Brendan Berne and celebrated the campaign’s purpose and success.

A salon show in the embassy’s garden was a highlight of the evening and captured the attention of all those who were present. Models donned woollen garments from various brands, from the designers from Project Runway Korea 4 and also by emerging designers from the Samsung Art and Design Institute.  

A fashion exhibition, charity auction and the first showcasing of the Wool Modern collection for Korea - by international designers John Galliano, Thom Browne and Giles Deacon - delighted guests.

Wool was celebrated as part of the campaign in Korea for the two weeks following this event, with sales promotion held in Lotte Department Store and Campaign for Wool partner brand stores.

The Woolmark Company project manager for the Campaign for Wool, Susie Stanway, said all events held Korea had been a huge success.

“This is just one more example of how well the Campaign for Wool has been executed on a global scale,” Ms Stanway said. “The event at the British Embassy in Seoul put wool in the spotlight and was well received by all who attended.

“The fashion show in the garden showed how diverse the fibre could be and also gave emerging designers the opportunity to not only work with wool but have their garments featured in a fashion show.

“More importantly, it got the story of wool out into the public arena thanks to in-store promotions and the power of social media."