Wool Week selfies, sculpture and street art

Campaign for Wool mascot Fred heads to Melbourne 

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Where better to celebrate wool than in the country synonymous with the world’s finest wool for apparel - Australia. And it wasn't only fashion retailers which united in the name of this naturally inspiring fibre, interior textile brands also banded together to promote the natural, renewable and biodegradable fibre, all singing to the tune 'Live naturally, Choose wool'.

 

IN THE NAME OF WOOL

Previous years have seen Australia celebrate Wool Week against the backdrop of Sydney’s iconic Harbour Bridge and Opera House. This year, celebrations shifted south to Melbourne – another one of Australia’s great cities which is surrounded by prominent woolgrowing properties and an area with strong links to Australia’s wool industry.

For the fourth consecutive year, Australian retailers and designers have joined forces to help spread the message governed by the Campaign for Wool’s patron, HRH the Prince of Wales.

Home to major cultural attractions, world-class events and tourism experiences, Federation Square embraced the global campaign, providing a feast for the eyes for people of all ages and from all walks of life. Located in the heart of Melbourne opposite Flinders Street Station - a cultural icon and the first railway station in an Australian city - Fed Square, as it is known by locals, was centre stage for the county’s Wool Week activities.

Australian artists Chaco Kato and Dylan Martorell collaborated with the Campaign for Wool to create a giant marquee-like 10 metre x 10 metre sculpture, which hung inside The Atrium at Federation Square. Showcased within the sculpture were displays of wool in fashion and furniture, yarn spinning and knitting demonstrations, all of which paid homage to the campaign’s mission and highlighted the eco-credentials of wool.

Celebrity Merino ram Fred, who is fast becoming a media sensation, spent the week meeting people in Melbourne and was the subject of the #imetfred social media campaign. Accompanying Fred at "Fred-eration Square" were ewes and lambs, helping to remind people of where wool comes from.

Congratulations Sergio Armando Chavez Vesga on winning the #imetfred competition. Sergio's winning photograph (below) with Fred has won him a $500 voucher for Country Road.

With more than 300 people taking a selfie with Fred and entering the competition, the imetfred hashtag reached approximately 40,000 people on Instagram and 30,000 people on Twitter.

 

RETAILERS UNITE

Fashion labels Jac+ Jack, Camilla and Marc and Sportscraft have once again continued to show support for the Campaign for Wool, with each label this year releasing a winter collection based on Merino wool.

Jac+ Jack celebrates its love for wool during Wool Week with the introduction of a selection of Woolmark-certified Merino wool knitwear for the upcoming winter season. The collection - a study in tonality, modernism and non-statement - includes some of the most beautiful wool in the world from specialist Italian mills in an essential palette of black, white, navy, cream and canvas.

"Wool lends itself to an overall luxurious feel," Camilla Freeman-Topper

Renowned Australian fashion label CAMILLA AND MARC has created a capsule collection based on Merino wool featured in its second winter range.

Incorporating Merino wool into the CAMILLA AND MARC collection was an organic process for designers Camilla Freeman-Topper and Marc Freeman.

"We went with a fine, medium-weight Merino wool so we could get the variance in body and softness. The wool lends itself to an overall luxurious feel, very relaxed weekend wear with that element of evening wear which you see in the dress," explains Freeman-Topper.

In 2014 Sportscraft celebrates 100 years of Australian lifestyle and launches a limited edition Iconic Collection, available during Wool Week. The collection is a modern interpretation of pieces that have been found in Sportscraft's century-long archives, including Woolmark-certified garments celebrating Sportscraft's longstanding partnership with the Woolmark brand.

The Iconic Collection campaign sees eight iconic Australians wearing the collection including five Woolmark-certified pieces. The campaign features, fashion model Samantha Harris, rugby legend Nick Farr-Jones, restaurateur and TV presenter Kylie Kwong, media icon Ita Buttrose and Bondi Rescue star Anthony 'Harries' Carroll.

 

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