With an aim to inspire and promote participation from the NZ apparel industry, fashion editor and stylist Anna Caselberg signed up many local fashion designers as brand partners in The Campaign for Wool NZ.
In the process of this, Caselberg caught the attention of Bay de Lautour, chairman of Primary Wool and one of the directors of Elders/Primary Wool. Mr de Lautour provided huge support and backed the initiative to launch a billboard campaign followed by Wool Week NZ in support of the global Campaign for Wool.
The national campaign featured a strong retail focus with participating stores unveiling ‘Wool Window’ installations created by local designers throughout the country.
Having sheep in the city helped mark the opening of wool weeks globally from Sydney to New York and Milan. NZ Wool Week launch saw its very own Billy Black ‘the Sheep Man’ who guided his show sheep through Auckland’s Britomart to open the event and demonstrated some of the remarkable fire retardant qualities of wool.
Noted wool artist Miranda Brown wrapped trees and the week also saw an after-dark projection above Britomart Country Club that highlighted both the Wool Windows and the winter 2014 campaign images from participating designers.
Renowned photographer Sara Orme, who shares Caselberg’s passion for wool, joined the campaign to create a nationwide billboard campaign entitled ‘We’re Loving Wool’.
“We wanted to bring wool alive, to make it accessible to everyone and make people fall in love with wool again. We wanted to make it the unquestionable fibre of choice,” said Orme.
Caselberg and Orme wanted Wool Week 2014 to result in driving awareness and to see more wool content in our garments and generate consumer spend and demand.
“We see wool as a modern choice – it’s the most environmentally friendly and sustainable fibre of choice. It’s renewable, biodegradable, and breathable and is grown right here in NZ! The ultimate would be to see more of New Zealand’s wool mills re-opening here as we have seen happening in Britain, Wales, and Scotland,” said Caselberg.
NZ WOOL WEEK CAMPAIGN
