The collections of these highly promising designers will be on show during a special gala event held during the Pitti Immagine Uomo event in Florence in January 2008.
The initiative promoted by AWI has been enthusiastically supported by the top designers involved, who have all generously dedicated their time and expertise to the project, Ms Longhi says.
Ms Longhi admits that raising the awareness and understanding of Australian Merino wool is difficult to measure, but says the product has strong appeal and some real points of difference from other fabrics.
“Since we've been in Australia we've heard Australian Merino wool described as being all about sun, water and grass. I think those three words have helped us understand the real values of Merino wool, it's not just about the fabric, it's about where it comes from.”
She says consumer demand for sustainably produced products is still in its infancy in Italy, she says it is something the younger generation is increasingly interested in.
Three top Italian fashion journalists will return to Italy next week having “experienced” Australian Merino wool.
The journalists, from Italian National Television, Italian Vogue and leading daily newspaper La Republica; attended the Wool Unlimited forum today to get a first-hand look at the industry's research, development and marketing company.
Andreina Longhi joined New York-based sales agent Vince Mancini in adding an international flavour to the AWI Wool Unlimited forum.
Mr Mancini deals with the North American market, representing wool-spinning industrial yarn mills from Italy and China, many of which specialise in Merino wool.
He told the forum that the quality of Australian Merino wool and the environmental reputation of Australia mean that it has a huge marketing advantage. It is natural, biodegradable, and produced in a sustainable manner.
“The major brands have moved on from the 'commodification' of product offerings of a few years ago, and are now looking for differentiation from their competitors.
“Wool's versatility means it can fill this demand. It lends itself to being used in different ways and at different price points which can help differentiate brands.”
Australian Wool Innovation Limited
marketing@alchempro.com
