Initiated in 2010 by HRH The Prince of Wales, the Campaign for Wool is a cross-sector initiative that promotes wool as a natural, renewable and biodegradable alternative to synthetic fibres. And with Australia producing 90 per cent of the world’s fine-wool apparel, it’s no surprise that some of the country’s biggest labels and retailers are throwing their support behind the campaign.
Models wear wool designs by Ginger & Smart, STRATEAS CARLUCCI, Bianca Spender and M.J.BALE.
With celebrations running across the country from May 9 - 16, leading shopping centre Westfield joins the campaign as a major partner. Westfield Sydney will come alive with wool installations and will also host a Designer Yarns series, with shoppers invited to meet leading fashion designers in intimate Q&A sessions. Designers include Mario-Luca Carlucci, STRATEAS CARLUCCI; Matt Jensen, M.J. Bale; Bianca Spender; and Alexandra Smart, Ginger & Smart. Tickets are limited, each session runs for 30 minutes. Shoppers can reserve their seat at www.westfield.com.au/sydney/events.
Westfield Sydney, in partnership with MAAS will also feature a preview of the Isabella Blow: A Fashionable Life exhibition featuring three garments by designers Alexander McQueen (two wool pieces) and Teerabul Songvich. Isabella Blow: A Fashionable Life coincides with Wool Week, supported by Westfield Sydney and The Woolmark Company, running at the Powerhouse Museum from 14 May. This is a bespoke exhibition curated by Shonagh Marshall, specifically for Australia. It features never before exhibited objects from Isabella Blow’s personal collection and showcases her affinity to wool and commitment to nurturing emerging designers.
Westfield Miranda will host in-centre installations and feature the latest wool apparel from Kookai, Country Road, Saba, Sambag, Metalicus and MARCS. Fashion labels Dion Lee, Celeste Tesoriero and WAH-WAH will take part in Westfield Doncaster’s InHabit pop-up showcase, alongside homewares by extreme knitter Jacqui Fink and textile artist Grace Wood. All wool products on show will be available for purchase and will be displayed under a hand-dyed wool chandelier created by dream-weaver Natalie Miller.
From Thursday May 12 until Sunday May 15, Westfield Doncaster is also running a campaign whereby customers can bring in their pre-loved winter coat to receive a $30 voucher to be spent on any wool item within any Wool Week participating retailer in centre. The pre-loved coats will then be donated to a local charity organisation, Doncare.
“Wool Week aims to reconnect consumers with the versatility, luxury and natural benefits of wool, encouraging consumers to make conscious purchasing decisions,” explains The Woolmark Company Managing Director Stuart McCullough. “At a retail level, we applaud all of the Australian brands who continue to support the campaign and champion the message ‘Live naturally, Choose wool’.
“Both Westfield and The Woolmark Company work with the world's leading retail and luxury brands and so we are pleased to announce Westfield as a major partner for this year’s celebrations, highlighting the use of Australian Merino wool both in Australian and international fashion.”
The Woolmark Company is also running a social media competition on Instagram to celebrate the versatility of wool: from farm to fashion and everything in between. To be in the draw to win $1000 to spend at your favourite Wool Week retailer, follow @thewoolmarkcompany on Instagram and post your favourite wool item, using #WoolWeek. The competition is open from May 9 - 20.
Campaign for Wool partners and events for Wool Week Australia
- All AFL clubs join Wool Week by highlighting their woollen range of 100 per cent Merino wool supporter gear, produced by AFL licensee Playcorp, which includes jumpers, scarves, beanies and gloves.
- Australian tailor M.J. Bale will highlight the sheep to shop journey outside its brand new Martin Place store, with the help of The Woolmark Company’s celebrity rams Fred and Truffle on May 11.
- Myer (Sydney) windows along Market Street and four floors of the store will be dedicated to wool fashion. A visual wool display will also be on exhibition outside Zara on Pitt Street Mall.
- Menswear brand Rodd & Gunn to unveil its latest winter collection as a celebration of the Australian wool industry.
- MARCS x John Macarthur wool jumpers are available for purchase during Wool Week.
- Jeanswest Winter 2016 collection is available to buy during Wool Week. International model Stephanie Field - the daughter of woolgrowers - fronts the wool campaign.
- Jenny Kee celebrates Wool Week Australia with a special offer for purchases of her limited edition collection of knitwear ‘A New Beginning’ in collaboration with The Woolmark Company. Shop 30% off knitwear styles during Wool Week from www.jennykee.com
- Online retailer Saaki.com.au is offering 20% off all wool purchases.
- Tasmanian Wool Centre Wool Week event - A Yarn with a Farmer - for woolgrowers on May 11.
- Extreme Knitter Jacqui Fink to host a Knitting Experience at Westfield Sydney on Level 3, May 9 and 10.
- Bugaboo Wool Event at Homemaker Centre in Alexandria on May 24 highlights the benefits of wool for babies.
- Sambag, Kookai, Peter Jackson, Country Road, Sportscraft and The Dandy Taylor Company (Perth) are just some of the other retailers involved in Wool Week.