Luxe label showcases Merino to Chinese
Leading eco-luxury brand Iicicle has celebrated its 20th anniversary by visiting the source of the world’s best Merino wool and selling garments during various live broadcasts.
Visiting Arthursleigh and Joppa near Goulburn, NSW, Icicle filmed two live-cross shows, unveiling items from its autumn/winter 17 collection and giving tens of thousands of viewers in China a rare glimpse of life on an Australian wool-growing property.
The crew also visited AWI’s head office, interviewing AWI chief executive Stuart McCullough about the future of wool in China and later visiting the wool auctions in Yennora.
As part of its 20th anniversary, Icicle strengthened its relationship with AWI by partnering to produce a stunning autumn/ winter collection made from Australian Merino wool.
Sourcing innovative, luxury wool fabrics from Nanshan and Danmao, Icicle’s 12-piece women’s wear collection featured a mix of garments including pants, tops, dresses and jackets made using quilted wool denim and the hugely popular Optim Protect fabric.
The Woolmark-certified collection saw more than 55,000 items of clothing available for sale across more than 220 stores and online, with strong sales recorded particularly for clothing made from the innovative Optim Protect fabric.
Firmly established as one of China’s leading eco-luxury brands, Icicle has grown into an all-in-one eco-fashion supply chain and is changing the way consumers think about purchasing clothes, highlighting supply chain transparency and shedding light on how clothes are made.
As part of the partnership, AWI also collaborated with Instyle China for the magazine’s sustainability issue.
Shot at Belgenny Farm in Camden, NSW, the photo series featured famous Chinese actress Jiang Shuying, who wore six Merino wool looks from Icicle’s latest collection, with one of the images gracing the magazine’s cover and eight other images forming a 10-page feature story in the same publication.
“I was honoured to have the opportunity to visit Belgenny Farm,” actress and covergirl Jiang Shuying told InStyle China.
“The farm owner told me that it was established in 1805 and was also one of the first farms in Australia to receive the Merino sheep flock from Spain.
“Merino wool is a high-quality fibre that is natural, renewable and biodegradable . . . a lot of international luxury brands are working closely with The Woolmark Company and use Australian Merino wool as a result.”
Chinese actress Jiang Shuying.