Working with the Fashion Industry
AWI recognises the influence that fashion designers can have, both on markets and consumers worldwide, and the potential that they have in creating demand for Australian Merino. AWI works with selected designers and profile Australian Merino to the market place.
Though many are seemingly small in comparison to the major mass-market brands, the influence that they wield over media, key retailers, trend-driven consumers and the subsequent knock-on effect to other producers cannot be underestimated.
As a result, AWI works very closely with some of Australia’s most inspired designers on the world fashion scene developing new fabrics that meet their criteria. AWI also assists in sponsoring designers to ensure that they have access to Autralian Merino fabrics.
AWI’s design partners (in bold, left to right) Akira Isogawa, Jayson Brunsdon, model Holly Caiulo, Lydia Pearson, Pamela Easton, model Xiya Xu, Peter Morrissey, model Tallulah Morton, Josh Goot and Tina Kalivas.
AWI also works in tune with the Northern hemisphere fashion calendar to develop and produce product innovations inline with consumer demand. It can take up to 18 months to bring an idea to the market.
AWI has developed specific fabrics to meet the credentials of designers of the caliber of Josh Goot, who wowed the world’s fashion elite at New York fashion week in September 2006 with a show that included several Australian Merino items.
Goot worked hand-in-hand with AWI and Italian mills to create the world-first 50/50 Australian Merino/viscose blend which also featured a transparent gloss coating.
“It’s a wonderfully versatile fibre that has a myriad of adaptations. It makes up really well into garments and it’s so durable,” said Goot.
Endorsement from high-profile designers such as Josh Goot is vital for the benefits of Australian wool in fashion media and can spark new trends adopted across the industry.
Designer profile - Josh Goot
AWI design partner Josh Goot talks about using Australian Merino wool in his collections.