Australian wool features in Vogue China

Leading model Emma Pei shows off Merino wool at its source

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Vogue China in partnership with the Campaign for Wool and The Woolmark Company features in its November 2014 edition wool apparel from leading Chinese brands, with the help of leading model Emma Pei who travelled to rural Australia to discover where Merino wool comes from.

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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, Vogue China produced a six-page promotion of wool in its November edition.

Wool in Vogue China

"Natural, renewable, biodegradable - Australian Merino wool is regarded as one of the finest and softest wools produced worldwide," Vogue says in the feature.

"Vogue Studio takes top Chinese model, Emma Pei to Wyvern Woolshed in NSW, Australia to discover the journey of farming Merino wool while wearing the refined FW 2014 collections from some of China's leading designer brands."

The photos used in Vogue and the video were shot at Wyvern Station which is a Merino wool-growing property that covers 500 square kilometres near Hay in western NSW.

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 Emma Pei, one of the most well-known models in China, showcases the natural aesthetic of wool in the promotion titled 'Wool in Vogue', featuring five looks, including:

  • Merino wool hat, and printed sweater and coat, by EIN
  • Sweater by ICICLE
  • Merino wool striped coat and dress, both by EIN
  • Merino wool hat by ICICLE and coat by Marisfrolg
  • Merino wool jacket, sweater and slacks, all by JNBY.

A feature in the November edition of GQ in China also featured the latest wool collections from some of China's leading menswear designer brands: Anzheng, Croquis, Notting Hill and Trendiano.

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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