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ICICLE shares Australian wool farm with Chinese consumers

Friday, 27 October 2017

Leading eco-luxury brand, ICICLE has celebrated its 20th anniversary by visiting the source of the world's best Merino wool and selling garments during various live broadcasts. Visiting 'Arthursleigh' and 'Joppa' near Goulburn, NSW, ICICLE filmed two live-cross shows, unveiling items from their Autumn/Winter 17 collection and giving tens of thousands of viewers back in China a rare glimpse of life on an Australian wool-growing property. In addition, the crew visited AWI's head office, interviewing AWI CEO Stuart McCullough about the future of wool in China and later visiting the wool auctions in Yennora. The live videos were also posted on ICICLE's official social media channels as part of the brand's strong multi-media strategy.

 
Chinese actress Jiang Shuying who featured on the cover of InStyle China wearing Merino wool garments from ICICLE - including a bomber jacket made from the innovative OPTIM™ Protect fabric.
 

Leading eco-luxury brand, ICICLE has celebrated its 20th anniversary by visiting the source of the world's best Merino wool and selling garments during various live broadcasts.

Visiting 'Arthursleigh' and 'Joppa' near Goulburn, NSW, ICICLE filmed two live-cross shows, unveiling items from their Autumn/Winter 17 collection and giving tens of thousands of viewers back in China a rare glimpse of life on an Australian wool-growing property. In addition, the crew visited AWI's head office, interviewing AWI CEO Stuart McCullough about the future of wool in China and later visiting the wool auctions in Yennora. The live videos were also posted on ICICLE's official social media channels as part of the brand's strong multi-media strategy.

With the steady increase in demand for premium products by Chinese consumers, Australian Wool Innovation continues to partner with luxury brands, increasing the use of Australian Merino wool within their collections. As part of its 20th anniversary, ICICLE strengthened its relationship with AWI by partnering to produce a stunning Autumn/Winter collection made from Australian Merino wool.

Sourcing innovative, luxury wool fabrics from Nanshan and Danmao, ICICLE's 12-piece womenswear collection featured a mix of garments including pants, tops, dresses and jackets made using quilted wool denim and the hugely popular Optim™ Protect fabric. The Woolmark-certified collection saw more than 55,000 items of clothing available for sale across more than 220 stores and online, with strong sales recorded particularly for clothing made from the innovative Optim™ Protect fabric.

Firmly established as one of China's leading eco-luxury brands, ICICLE has grown into an all-in-one eco-fashion supply chain and is changing the way consumers think about purchasing clothes, highlighting supply chain transparency and shedding light on how clothes are made. Partnerships such as this are vital for AWI to not only promote the natural benefits of Merino wool, but also showcase the environmental credentials of the fibre.

"In pursuit of the harmonious symbiosis of technology and nature, ICICLE and The Woolmark Company go hand-in-hand to explore the future of fashion," said ICICLE President Shawna Tao.

As part of the partnership, AWI also collaborated with Instyle China for the magazine's sustainability issue. Shot at Belgenny Farm in Camden, NSW, the stunning photo series featured famous Chinese actress Jiang Shuying, who wore six Merino wool looks from ICICLE's latest collection, with one of the images gracing the magazine's cover and eight other images forming a 10-page feature story in the same publication.

"I was honoured to have the opportunity to visit Belgenny Farm," actress and covergirl Jiang Shuying told InStyle China. "The farm owner told me that it was established in 1805 and was also one of the first farms in Australia to receive the Merino sheep flock from Spain.

"Merino wool is a high-quality fibre that is natural, renewable and biodegradable. I know that a lot of international luxury brands are working closely with The Woolmark Company and use Australian Merino wool as a result."

Hear more about the ICICLE trip on The Yarn podcast.

Released by:

Marius Cuming
Australian Wool Innovation, Corporate Communications
Email: marius.cuming@wool.com
Mobile: +61 400 305 716

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