Fashion set do know lot about major brands - Ms Longhi
15 Nov '07
4 min read
Andreina Longhi, director of Italian communications agency, Attila and Co, a company which specialises in fashion, beauty and design luxury business addressed more than 200 woolgrowers at the AWI Wool Unlimited forum in Geelong.
Ms Longhi says Merino wool is “an experience” and having visited a farm, as well as spoken with numerous other people across the Merino wool supply chain, she has “a lot to tell” upon her return to Italy.
“For a long time there has been little spoken about Merino wool in Italy. Those in fashion wear it, but they don't know a lot about it – they don't know it comes from Australia, or how it is grown.
“The fashion set do know a lot about major brands, it is our job to connect them.” Key to AWI's strategy in Italy is the Protégé Project which Ms Longhi is instrumental in publicising throughout Europe.
The project sees top fashion designers Karl Lagerfeld, Donatella Versace, Francisco Costa for Calvin Klein, Paul Smith and the editor of Vogue Italia, Franca Sozzani mentoring five young protégés, who each create a fashion collection made primarily from Australian Merino wool.
Launched as part of M200, AWI's 200th anniversary celebration of the Australian wool trade, Project Protégé was first taken to the Italian media in July.
“We've had excellent feedback since then, and with journalists now calling us for updates we have made some real progress in ensuring Australian Merino wool is being talked about. The key moment for the project will come next year when the fashion shows taken place,” Ms Longhi says.
marketing@alchempro.com
