Wool receives French style-up

NATIONAL: Wool research and promotion body Australian Wool Innovation (AWI) has engaged leading French style and innovation agency PeclersParis to provide colour and design trend direction for the registered Woolmark brand. Peclers' team of fashion experts and trend forecasters will this week begin working with Woolmark licensees to prepare a colour palette with yarn and fabric design direction for the 2010-11 Autumn/Winter retail season.

The Woolmark Trend Service by PeclersParis will provide wool-specific fashion guidance for AWI’s seasonal workshops in the lead up to the Autumn/Winter 2010-11 yarn and fabric events.

AWI CEO Craig Welsh described the new partnership with Peclers as "a key element of our global demand-building strategy for Australian Merino fibre. It’s a major creative R&D project for the wool supply chain and another of AWI’s marketing support offers to our business partners."