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17.01.2020 Source: AWEX
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French designer spotlights Australian wool

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, net-a-porter and Farfetch along with

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.
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