Milan plays host to the global Campaign for Wool

11 September 2013

Italy has started its inaugural Wool Week in style, with the celebrations supporting the global Campaign for Wool inspired by the “Live naturally, choose wool” claim and promoting wool as a natural, biodegradable and renewable fibre.


To celebrate the Campaign for Wool in Italy, a flock of sheep was grazing outside La Rinascente, Milan, to kick-off Wool Week festivities
To celebrate the Campaign for Wool in Italy, a flock of sheep was grazing outside La Rinascente, Milan, to kick-off Wool Week festivities.

Launching in Milan, the celebrations are building a bridge between the textile community, the fashion industry and consumers and for the first time the program involves each of these three markets.

The core activities will take place September 10 to 16, with promotional and educational initiatives taking place in partnership with leading Italian department store, La Rinascente. Consumers are invited to discover the natural origin and eco-credentials of wool, illustrating the journey from farm to fashion: how wool is produced from sheep and transformed into the most stunning and beautiful fashion pieces thanks to the passion and creativity of the entire supply chain.

To launch the educational promotion at La Rinascente, a 40-metre sheep and grass pen was set up in front of the department store alongside the Duomo, to highlight the natural origin of wool and offer to consumers an unexpected wool experience.

Unique in-store animations through the seven floors of La Rinascente - encompassing classic menswear, women’s wear, children’s wear, casual and sports apparel, interiors textiles - and window displays will also attract and engage consumers and highlight the natural beauty of Merino wool. This activity will also provide enormous visibility for the eco-friendly message of the campaign.

Under the artistic direction of Angelo Figus, five of the most prestigious Italian fashion and design schools and universities created the stunning visual displays which highlight wool’s inherent properties – such as breathability, elasticity, comfort – and will be seen by the one million people who pass La Rinascente each day.

The Woolmark Company also joined forces with leading textile trade show Milano Unica and supported ON Stage, a spectacular fashion show involving the most appreciated new talents of global fashion, which helped mark the start of Wool Week. Six designers plus special guest Andrea Pompilio presented their unique interpretations of wool at a collective fashion show that took place in the Galleria Vittorio Emanuele II, located close by the Duomo and to La Rinascente. 

Among the 1500 guests enjoying On Stage was the Mayor of Milan Giuliano Pisapia, Ermenegildo Zegna chairman Paolo Zegna, Lora Piana CEO and chairman Pier Luigi Loro Piana, Milano Unica president Silvio Albini, Missoni founder Rosita Missoni, Pitti Immagine president Raffaello Napoleone and Italian National Chamber of Fashion president Mario Boselli.

A highlight of the event was a welcome speech by Campaign for Wool patron HRH the Prince of Wales, who welcomed guests via audio-visual link and spoke of the infinite potential of wool and the importance of the wool-growing industry.

As HRH the Prince of Wales explains: “You do not have to look too far back in history to see that wool was once the mainstay of the global economy.  In recent years however, wool has been fighting to compete with man-made fibres.

“For too long we have managed to forget what a wonderful fibre wool is. Wool is empowered with exceptional natural elasticity so not only will a wool garment offer superior drape and handle this elasticity also gives the wearer a durable and high quality garment that will last for many years. 

“Simply put, wool looks good for longer.”

The Woolmark Company’s stand can be found at Idea Biella Central Area aisle F; Modain Pavilion 4 Aisle H/I and is presenting Autumn/Winter 2014/15 edition of The Wool Lab.

International Wool Textile Organisation president and Campaign for Wool executive Peter Ackroyd said success from recent years would help reinforce the key environmental messages of the campaign through greater involvement of the entire wool pipeline from farm to fashion.

“The program fully exploits the concept of ingredient branding as a highly effective means of communicating environmental excellence to consumers who 'look beyond the label',” Mr Ackroyd said.

“The price of wool rallied and is now relatively stable, seeing a surge in demand at a time when  caring consumers began asking serious questions about provenance and sustainability. Wool has the answer to many of these concerns through its natural, biodegradable and renewable qualities.”

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