A pop-up sheep pen in Paris?

It must be France Wool Week

Conscious

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Set against the backdrop of the iconic Eiffel Tower, the world’s fashion capital provided the perfect setting for the Campaign for Wool’s major Wool Week activities for 2014 and the campaign’s inaugural celebrations in France.

FASHION EXTRAVAGANZA

A large part of the Campaign for Wool is highlighting the important relationship between Merino wool and the global fashion industry. Using the fashion Bible’s night of nights – Vogue Fashion Night Out (VFNO) – to educate and inspire consumers about the infinite possibilities of wool, Paris’ Wool Week was a world-class celebration.

The one-night fashion extravaganza is a global Vogue initiative complete with runway shows and entertainment. Held in the area around Faubourg Saint Honoré, Rue Royale, Place de la Madeleine and Rue Saint Honoré, VFNO saw 120 premium fashion labels participate.

At Place Maurice Barrès the Campaign for Wool hosted its first event at the official opening of VFNO. An imaginary landscaped garden made from wool housed a pop-up sheep pen complete with resident Merino sheep and lambs. Created by Atelier Sensomoto, the garden acted as a reminder of the natural, biodegradable and renewable fibre sheep produce.

"As Vogue, in partnership with The Woolmark Company & The Campaign for Wool, celebrates fashion in the heart of Paris, wool proves that it is synonymous with out-and-out style … and the height of fashion," Vogue says in its September issues of both Vogue Paris and Vogue Paris Hommes.

"This natural, renewable, time-honoured fibre plays a vital role in the world of fashion and design, shaping today's and tomorrow's trends, and adapting to every look, from casual cool to the ultimate in elegant sophistication. And this season, it's making its mark as an absolute men's style must-have."

LEFT BANK FUN

Between the Pont Royal and Pont de la Concorde Les Berges de Seine had a woolly takeover from September 19 to September 21. Offering a host of different activities, exhibitions, entertainment and educational shows for young and old, Parisians could participate in a journey from farm to fashion along the Left Bank.

Resident shipping containers, known as “Zzz”, showcased wool in interior textiles along with a fashion exhibition from influential designer Martin Grant, 2014/15 International Woolmark Prize European finalists Asger Juel Larsen and Augustin Teboul along with IWP Europe nominees Melinda Gloss and Etienne Deroeux.

Children could also enjoy a variety of activities including a drawing competition, workshops and the chance to make woollen pompoms for a giant garland as well as watch some shearing demonstrations – an iconic part of the woolgrowing industry.

FARM TO FASHION

In the heart of Paris the newly refurbished BVH Marais celebrated the Campaign for Wool from September 10 and continues to celebrate until October 4.

Visitors of this iconic department store were offered the chance to discover the journey of wool from farm to fashion.

From window displays introducing the Campaign for Wool through a photo exhibition retracing the sheep to shop journey and workshops run by the French boutique knitting company Woolkiss, BVH Marais is championing the Campaign for Wool’s cause.

CHAMPIONING WOOL

The Campaign for Wool in France 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, and urges consumers to ‘Live naturally, choose wool’.

For France’s inaugural Wool Week, a stunning campaign photograph was used as the hero of the campaign. A proud Merino ram - named Lorenzo - from the Bergerie de Rambouillet, was joined by a model on the rooftop of the Musée d'Art Moderne in the heart of Paris, with the iconic Eiffel Tower in the background.

The model wears a beautiful Merino wool chiffon evening gown, made from Nikke fabric, and designed by Martin Grant specifically for the Campaign Wool's Wool Week in France.

"In Australia at the age of 17 I won a Woolmark prize. I had already used wool, in particular wool flannel and men's suiting that I used for my woman's collection," said the Paris-based, Melbourne-raised Martin Grant.

"Since then wool has become the principal staple fabric in my collections. I tend towards natural fibres, wool in particular for its comfort and breathability. I specialise in coats, therefore 100% wool or wool blends; wool/angora, wool/alpaca are perfect for my needs. The beauty of wool is that it comes in so many forms. I can use it for structured coats, draped coats, suiting, dresses and evening wear.

"Recently I have been using a wool chiffon for long evening gowns and cocktail dresses. I am thrilled to participate in this year's Campaign for Wool in Paris."

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