Wool Modern highlights Campaign for Wool Australia

27 April 2012

The Australian version of the global Campaign for Wool is under way for 2012 with hundreds of retailers and designers all showing the versatility of our natural fibre.

Woolgrower John Murdoch
Woolgrower John Murdoch travelled from Cooma, NSW for Wool Modern, standing next to his favourite exhibit, a felted dress by Camilla and Marc.

In-store events and window installations are now in retail outlets across Australia, while the Wool Modern exhibition displays what wool can do when creativity and innovation meet.

Commissioned specifically for the Campaign for Wool, Wool Modern is an exhibition of the fibre in the 21st century with creations from more than 60 exhibitors, including Vivienne Westwood, Alexander McQueen and Paul Smith along with 19 Australian designers including Akira Isogawa, Josh Goot and Collette Dinnigan.

Curator Charlotte Lurot said the exhibition focussed on the modern, innovative and avant-garde use of wool throughout the creative industries across both apparel and interior uses. A catalogue of the exhibition is available here (pdf 2.26Mb).

At Sydney’s Queen Victoria Building this week shoppers enjoyed the sight of sheep walking through the building and being shorn, while models wearing garments from retailers including Country Road, Karen Millen, Saba and Sportscraft showed the finished product.

Melbourne-based brand Obus have created knitted installations in its store in Flinders Lane with knitters using different wools and methods to create a woollen feature and Little Red’s Craft Cupboard hosted a beanie knitting competition in-store.

Carpet manufacturer Godfrey Hirst is covering 300 of their stores nationwide in Campaign for Wool signage, while bedding company Bambi will spread the message throughout their retailers Harvey Norman and Snooze outlets.

Retailers supporting the Campaign for Wool

In store displays:

Country Road
Camilla and Marc
MJ Bale
The Corner Store
Danielle Chiel
Jac + Jack
Collette Dinnigan
Boutique Eco
Karen Millen

Window decals and point of sale promotions:

Carl Kapp
Ginger and Smart
20 QVB retailers
EMU 50 of their stockists
Allure on Main
The Sheep’s Back
Wool Products Australia
I/O Merino
Blowes Orange
Hazel Green
Blowes Bathurst
The Big Merino
Anthony Squires

About the Campaign for Wool

The Campaign for Wool is a five year campaign launched by HRH The Prince of Wales to educate consumers about the benefits.  Run by a coalition of industry groups convened by HRH the Prince of Wales, the Campaign for Wool launched in October 2010 with Wool Week, which saw over 100 retailers in the UK celebrating wool with woollen windows displays, knitting events, and saw sheep popping up in the most unexpected places across the world.

For further information and additional photographs on any of the Campaign for Wool retailer activities please contact Kate Muir on 02 8295 3103 or

Released by:

Marius Cuming
Manager Corporate Communications
Mobile: +61 400 305 716