In partnership with The Woolmark Company and The Campaign for Wool, and in association with Wool Week held in China from 20th to 26th October, GQ China produced a four-page promotion of wool in its November edition.
The photos used in GQ and the video were shot at Wyvern Station which is a Merino wool-growing property that covers 500 square kilometres near the town of Hay in the state of New South Wales in Australia.
"The vast area of the farm in New South Wales, Australia, has an old-world and natural atmosphere, and Australian Merino wool with its reputation as 'the slenderest and softest wool in the world’ can be found here," GQ states in the feature.
Merino sheep are an integral part of this iconic Australian landscape. Australian Merino wool is a natural, biodegradable and renewable fibre, making it the perfect choice for those seeking clothing that has a minimal impact on the environment.
For generations, the farmers of this area who produce Merino wool have shown how the Australian rural landscape can be managed effectively while protecting the natural environment, supporting rural communities, and meeting the needs of increasingly environmentally-aware customers.
Model Hao Yun Xiang, one of the most well-known male models in China, showcases the natural aesthetic of wool in the promotion titled 'The Charisma of Wool', featuring four looks, including:
A feature in the November edition of Vogue in China also features the latest wool collections from some of China's leading womenswear designer brands: EIN, ICICLE, Marisfrolg and JNBY.
On 21 October, The Woolmark Company and Condé Nast (the owner of Vogue and GQ), with the eight brands featured in the publications, held a Campaign for Wool event at Super Brand Mall in Shanghai, to provide an opportunity for consumers to learn about more about and purchase the brands' wool products.
The Campaign for Wool in China is part of a global endeavour initiated by its patron, His Royal Highness The Prince of Wales, to raise awareness amongst consumers about the unique, natural and sustainable benefits offered by wool.
Each year, The Campaign for Wool holds Wool Weeks in countries across the world during the autumn retail season. Featuring leading designers, retailers, celebrities - and lots of sheep - the Wool Weeks give hundreds of thousands of people the opportunity to get up close and personal with wool.
This year China held its third annual Wool Week, which followed on from successful events in 2012 and 2013.
Last year, a fashion and education initiative 'Wool School' was launched in China, in which fashion and textile design students from design institutions across the country created outstanding woollen designs with the guidance of designers from leading Chinese brands - Anzheng, Decoster, Eachway, ICICLE, JNBY and White Collar.
In 2012, the highlight of Wool Week in China was the visit to Shanghai by the internationally renowned Wool Modern exhibition - complete with eight amazing new pieces specially commissioned from Chinese designers.
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