SYDNEY: Australian Wool Innovation (AWI) has intensified its campaign to drive high-end demand for locally produced Merino wool.
The marketing, research and development firm has showcased a range of luxurious fabrications at one of the world's leading woven fabrics trade fairs, Premier Vision in Paris.
AWI CEO Craig Welsh said the range, produced by European and British mills and showcased in collaboration with the British Wool Textile Export Corporation, aimed to highlight the use of Merino Wool in the global apparel industry.
"Merino wool is fast becoming an essential part of many designer collections and with the help of AWI, leading weavers continue to produce fabrics of the highest quality," he said.
Each weaver from the British group displayed a range of premium fabrications which included fine English worsted suiting in light-weight wool and spring/summer blends with linens and silks.
This year marked this 150th anniversary of trade relations between the UK and Japan, which is the largest export market for many of the UK's most prolific fashion labels. AWI said it aimed to support this business with a long-season $1.4 million marketing program.