Luxe la­bel show­cases Merino to Chi­nese

Countryman - - WOOL -

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.

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