Leading Fashion Ambassadors Position Merino As The Premium Luxury Fibre Of Choice

AUSTRALIA — February 9, 2012 — Australian Wool Innovation (AWI) has collaborated with two celebrity
ambassadors to support its new ‘No Finer Feeling’ Merino wool campaign.

Alessandro Benetton, Executive Deputy Chairman of Benetton Group and Margherita Maccapani
Missoni, Designer and heiress to the iconic Italian knitwear brand, will appear in two creatives,
promoting the fibre benefits of Merino wool. The creatives are part of a wider AUD 20 million, 3
year global print campaign which will feature in influential titles, targeting fashion conscious
consumers. Created by Euro RSCG, and shot by fashion photographer Sean Gleason, the creatives will
appear initially in Italy and the US, in consumer and trade media.

Under the theme line of ‘Merino. No Finer Feeling’, each execution features a quote from the
ambassadors on Merino wool, creating a link between the fibre and the way it makes the wearer feel
or it’s sustainable, natural properties. Margherita Maccapani Missoni is featured wearing a dress
made of Merino wool from the Missoni 2011 Pre-Fall collection, whilst Alessandro Benetton wears
Merino garments from the United Colours of Benetton Autumn/Winter 2011/12 collection.

Rob Langtry, Head of Global Strategy and Marketing, AWI/Woolmark International, explains “We
really want to bring Merino wool into the 21st century and position it as a contemporary and
fashionable fibre, and this campaign, collaborating with Alessandro and Margherita, clearly
communicates that. The aim is to communicate to a new generation of consumers, who need educating
about this versatile and renewable fibre.”

As key influencers within the fashion industry, Alessandro Benetton and Margherita Maccapani
Missoni will help position Merino as the premium, luxury fibre of choice, for designers and
consumers alike. Whilst a long term favourite of designers, an era of disposable fashion has meant
younger consumers know little about the benefits of Merino wool, which is natural, biodegradable
and renewable. Merino sheep are renowned for producing the finest, softest and lightest wool in the

Posted on February 15, 2011

Source: Australian Wool Innovation