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Westfield celebrates Australian woolgrowers in new winter campaign in time for Wool Week

10 May 2017

The Woolmark Company has joined forces with Australian shopping centre Westfield for its winter fashion campaign, celebrating Australian Merino wool, the growers who produce the fibre and the designers who use it. Throughout Wool Week Australia (May 13-21), the Australian-grown fibre is the star in a curated selection of winter accessories, boots, denim and apparel.

Westfield’s Winter 2017 campaign was shot on woolgrowing property ‘Anlaby Station’ and features international model Stephanie Field alongside her family.

Westfield has collaborated with The Woolmark Company for its winter fashion campaign, celebrating Australian Merino wool, the growers who produce the fibre and the designers who use it.

The campaign supports local retailers, heroing wool in a curated selection of winter accessories, boots, denim and apparel. Shot at the beautifully restored Anlaby Station, one of Australia’s oldest Merino studs sprawling across 160,000 acres, new season fashion is worn by real wool-growing families. The campaign launches in line with Wool Week Australia (May 13 – 21).

The ‘Family’ theme from Westfield’s Autumn Winter ‘17 campaign continues, featuring international fashion model Stephanie Field with her mother, Angela, of Benangaroo Station, New South Wales and her cousins, Macleay and Hudson, alongside Anlaby Station woolgrowers and co-owners Andrew Morphett and Peter Hayward as well as Westfield fashion ambassadors Kitty Callaghan with her brother Monty.

Stephanie, whose parents are fourth generation woolgrowers, said: “I’m proud to be a Westfield ambassador and to share the important story of Australian wool-growing families. This campaign resonates so strongly with me and my family because Westfield and The Woolmark Company are telling the ‘farm to fashion’ wool story, recognising the people who produce one of the most important fibres for fashion worldwide.”

Bill Burton, Group General Manager, Brand & Media Experience, Scentre Group, says: “This season, Westfield and The Woolmark Company have partnered to celebrate a story of Australian provenance, working together to bring the modern wool story alive. This campaign gives customers inspiration on how to integrate wool into their new season wardrobe, alongside a wide range of winter footwear, accessories and apparel from a number of Australia’s favourite brands, all available at Westfield.”

An initiative that arose from the global Campaign for Wool, Wool Week champions the eco-credentials of the fibre, making it the perfect choice for today’s conscious consumer. Natural and biodegradable, wool provides the global apparel industry with the most renewable, recyclable and reusable fibre on the planet.

“Following last year’s successful collaboration, The Woolmark Company has once again partnered with Westfield to shine the spotlight on wool this winter retail season,” said The Woolmark Company Managing Director Stuart McCullough.

“In addition, being able to showcase the best Australian winter fashion on one of Australia’s oldest Merino farms is truly a special and unique story. Anlaby Station represents just one of many wool-growing families across Australia who work tirelessly to produce this precious, innovative and versatile fibre, and we are proud to share this story with consumers across the country.

“Wool Week and the events at Westfield are not only an engaging way for our local consumers to experience the natural attributes and luxuriousness of Australian Merino wool, but also offers Australian woolgrowers a window into the commercial aspect of the fibre they work hard to produce.”

Winter apparel from more than 30 retailers, all available to buy at Westfield shopping centres, are featured in the campaign including Wool Week partners: Bianca Spender, Country Road, Jeanswest, Kookai, M. J. Bale, R. M. Williams, Rodd & Gunn, Saba, Seed, Sportscraft, Cue and Trenery.

Customers can enjoy events at Westfield across the country for Wool Week Australia, including:

  • A special appearance and Q&A with Westfield ambassador and model Samantha Harris to discuss the latest wool trends at Westfield Marion (SA)
  • Extreme knitter Jacqui Fink’s hugely popular workshops at Westfield Bondi Junction (NSW)
  • Knitting workshops by 3Bridges Community Knitting Group to create small blankets for the centre to donate to community organisations at Westfield Hurstville (NSW)
  • Viewing one of Jacqui Fink’s custom pieces on display at Westfield Doncaster (VIC)