Campaign for Wool heads to Belgium's fashion capital

Christian Wijnants, Walter Van Beirendonck, Ann Demeulemeester join the celebrations in Antwerp


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A flock of sheep, Belgian fashion designers and gallery exhibitions ensured Belgium's first Campaign for Wool festivities were a success.

Wool Week Belgium 2014

Antwerp action

Spreading the message Live Naturally, Choose Wool, the global Campaign for Wool continues to grow as it powers through its fifth year.

As Belgium's capital of cool - and the country's second largest city - Antwerp provided the perfect backdrop for the county's first Wool Week.

Helping to champion the fibre's naturally inherent benefits, a flock of sheep moved into the main shopping street of Antwerp, the Meir. Model Lamine Diouf, dressed in Jan-Jan Van Essche, was the flock's super-stylish shepherd, helping to illustrate the journey of farm to fashion as shoppers were able to get up close to live sheep.

Jan-Jan Van Essche's design could also be seen in the 17x wool exhibition at the WM Gallery in the Wolstraat. Along with wool creations from 16 other Belgian designers, including 2012/13 International Woolmark Prize winner Christian Wijnants, Walter Van Beirendonck, Ann Demeulemeester, Tim Van Steenbergen and up-and-coming designer Damien Ravn, the exhibition was viewed by more than 800 visitors in the week it was open.

Another highlight from Wool Week was the Tour de Wool, which connected consumers to designer shops and multi-brand stores, with special attention given to wool garments and products. Shoppers were given a map of the city with Campaign for Wool partner stores marked, including Bugaboo, Tommy Hilfiger and Xandres, allowing shoppers to easily connect with retailers and their interpretations of wool.

Wool Week Belgium 2014

Designer Damien Ravn and interiors brand Sanne de Wolf also curated exhibitions, with Ravn's mini-collection exhibited at XSO and Sanne de Wolf’s pure new wool carpets displayed at the Graanmarkt 13 Gallery.

Wool Week Belgium 2014

Campaign for Wool partners AEG and Tommy Hilfiger collaborated to hold a competition giving 10 lucky winners a unique Wool Week Luxury Day experience. Close to 600 entries were received, with the winners attending a special event which included selecting a Tommy Hilfiger wool sweater from its Antwerp store followed by a special presentation at the AEG Cooking Club in 's Gravenwezel. With speeches by The Woolmark Company and AEG, the highlight was a live test with the new AEG Absolute Care Dryer. This tumble dryer gives wool garments the respect they deserve, promising no fading or shrinkage to your favourite wool item. Certified by The Woolmark Company's Apparel Care program, it’s also safe to tumble dry your Woolmark-approved garments with a Hand Wash care claim.

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