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Merino Wool. No Finer Feeling™

The 'Merino Wool. No Finer Feeling™' marketing platform establishes Merino wool as the fabric of choice for fine, contemporary fashion. The initiative promotes the natural benefits of Merino wool to international consumers and the fashion community.

The initiative involves AWI strengthening its partnerships with well-known designers and fashion houses and promoting wool across the world through numerous high-profile publications.

For example, AWI worked with the Italian men's version of Vogue, L'Uomo Vogue, on a fashion photo shoot of Merino wool-rich pieces from the autumn/winter 2012/13 collections of 10 well-known international menswear and womenswear fashion brands: Thom Browne, Dolce & Gabbana, Salvatore Ferragamo, Givenchy, Marc Jacobs, Donna Karan, Lanvin, Missoni, Diane von Furstenberg and Alexander Wang. Each of the brands has provided quotes, endorsing wool, that accompany the photos.

AWI has also had a major collaboration with Vogue Paris and French fashion industry body 'Chambre Syndicale de la Haute Couture' releasing a special 16-page feature highlighting unique and inspiring interpretations of Merino wool by ten of France's most prominent Haute Couture designers: Jean Paul Gaultier, Maison Martin Margiela, Atelier Gustavo Lins, Christophe Josse, Anne Valérie Hash, Alexandre Vauthier, Alexis Mabille, Bouchra Jarrar, Maison Rabih Kayrouz and Maxime Simoens.

The first phase of the five-year initiative, launched in December 2010, addressed a new, younger generation of discerning shoppers. It included beautifully styled and photographed advertisements that created a visual link between the luxurious tactile Merino apparel experience and the source of the fibre that provides it, the Merino sheep.

The second phase of the initiative, launched in September 2011, evoked the concept of touch. The stunning campaign showed that Merino wool is fine enough to be worn next to skin, and can be made into lightweight fabrics suitable for trans-seasonal use. The creative work of the campaign highlighted the reaction a beautiful young model has when she touches modern Merino wool against her body for the first time, and the positive, sensual feelings it can evoke.