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French designer spotlights Australian wool
Fast facts:
- AWI technical and education training results in leading French designer Jacquemus to use Australian Merino wool in multiple menswear and womenswear collections.
- More than 20,000 wool clothing items sold in more than 250 stores.
- Digital media coverage reached 97 million.
The project:
The Woolmark Company partnered with leading French fashion label Jacquemus to develop 3 womenswear collections and one menswear collection, made from Australian Merino wool.
We delivered:
Three Spring/Summer collections made from innovative, lightweight Merino wool fabrics, challenging the misconceptions that wool is not a fibre for warm weather, along one collection for Autumn/Winter. Unveiled during Paris Fashion Week, the campaigns also featured stunning short films, with the collections available at leading global retails including Matchesfashion.com, net-a-porter and Farfetch along with www.jacquemus.com
The result:
- More than 20,000 wool clothing items sold in more than 250 stores.
- One collection had 69 items made from wool, presented on the runway at Paris Fashion Week
- 143 references to wool in clippings about the Jacquemus collections
- Total media reach - 86 million
- More than 530,000 people watched the short film 'La Bomba' for the Spring/Summer 2018 collection
- Digital amplification reaching 397,000 people across various media platforms
- Digital media coverage reached 97 million
- More than 2 million likes and 3 million video views on Instagram for Jacquemus posts referencing The Woolmark Company &/or Merino wool.
