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Campaign for Wool launches in Italy

For the first time Campaign for Wool will start from Milan and then will travel to the main fashion capitals of the world. The campaign, under the patronage of HRH the Prince of Wales, and of which Woolmark is one of the main supporters, is a worldwide educational and promotional program on wool as an eco-sustainable fibre.

On 10th September 2013, the Milanese Galleria Vittorio Emanuele II will host On STAGE, a fashion show organized by Milano Unica in collaboration with Woolmark: an all-wool catwalk open to the city and its inhabitants. The historical “Drawing room” of the Italian fashion capital will showcase seven young international talents and their Merino wool creations, with the Italian designer Andrea Pompilio as special guest. The project will initiate the Wool Week, a calendar of events from 10th to 16th September 2013, dedicated to wool. Video installations in the windows of La Rinascente department store and the creation in Piazza del Duomo of a micro-farm with a herd of sheep will offer a fascinating and educational Wool Experience to discover how creative elaboration is reached from the raw material.

The fifth edition of On STAGE is a real event. The fashion show by young international talents, a talent-scouting project conceived by Milano Unica – the Italian trade show of high-end textile-accessories and made exclusively in Italy and Europe, addressing the domestic and international fashion market – in collaboration with The Woolmark Company, will have one of the symbols of the city as its prestigious venue on 10th September 2013 at 8.00 p.m., in the heart of Milan: Galleria Vittorio Emanuele II.


The catwalk will feature the fashion creativity of the future applied to the use of Merino wool, a raw material of excellence for fabrics of superior quality, of which Italy can boast absolute world primacy. Woolmark, a symbol of the best wool in the world for almost 50 years, promotes the qualities, the values and the economic importance of this raw material.

The Milanese Wool Experience features La Rinascente and the area surrounding the long-established department store. An artistic project, with video installations and theatre sets, hosted in its windows, has been curated by Angelo Figus. The leitmotiv is formed by eight of the countless qualities and characteristics of Merino wool, summarized in as many key words: dynamic, breathable, renewable, natural insulator, easy care, elastic, durable and multi-climatic. The project has been produced by the students of six prestigious Italian fashion design schools: Domus, Naba, Ied, Marangoni, Iuav and Polimoda. The works will be on display in the windows of La Rinascente throughout the Wool Week. One of the windows, dedicated to the theme of Easy Care and the result of collaboration with Hotpoint, will host an extra-large reproduction of an Aqualtis washing machine, the only one to have received the highest certification for washing efficiency and garment care: the Woolmark Platinum Care.

The educational space, where there will also be a herd of sheep, facing the department store in Piazza del Duomo, will be open to the public only for the day of 10th September. The sheep will have grass and an educational area will be created, where visitors will be able to discover all the passages from raw material to finished product, giving rise to the precious production supply chain. When the lights have gone out on La Rinascente, the ones on the catwalk will go on: for an all-round On STAGE Wool Experience.

Upcoming Events

Wool Month

01.10.2023 - 31.10.2023

United Kingdom

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