Sunday, December 30, 2012

Wool Celebration

It’s time to celebrate wool again!
~ Designers Pankaj & Nidhi launch a capsule collection to mark the inauguration ~

New Delhi, November 2012:  Come winter and we all brim with a common love for wool.
Following last year’s success, The Woolmark Company is all set to commence Wool Celebrations this year with a designer twist. International Woolmark Prize regional winner, designers Pankaj & Nidhi have created a capsule collection with premium quality Merino wool to mark this launch.

Wool Celebration’ is a unique initiative by The Woolmark Company, to educate Indian consumers about the benefits and various attributes of Merino, the world’s finest wool. This initiative will help to increase awareness of wool and wool apparel among Indian consumers, in association with designers like Pankaj & Nidhi along with other leading brands. The aim is to create aspiration for wool fashion amongst target consumers who wish to live in style and luxury.

The highlight of this season is designer duo Pankaj & Nidhi’s eclectic collection for Wool Celebration 2012-2013. Designed with Merino wool yarn embellishments in crewel work techniques, the collection uses a breathtaking palette of monochromatic ornamental patterns that are inspired by baroque art in the Renaissance. The collection is an expression of the designers’ love for the finest wool fibre, Merino wool. Created in muted tones of cream, charcoal and black with standout stark contrasts in vivid green, electric blue and fuchsia, gives the garment a vibrant and strong presence.

Expressing his excitement on bringing back this campaign, Mr. Amir Sheikh, Country Manager, India says, “We started this campaign last year to provide confidence to consumers to buy wool and help them identify quality premium fibre. So far we have been successful in educating Indian consumers and we would like to continue our efforts to make them fall in love with wool fashion all over again.”

Designer Pankaj further adds, “Wool is a very interesting fibre which is not just a functional requirement but is becoming a fashion prerequisite of Indian consumers. The growing consumer demand for premium and differentiated products make it important to educate Indian consumers about the versatility of wool and help them to buy the best natural product.  This program therefore is aimed at consolidating the integrity of the Woolmark brand. We as designers celebrate this premium fibre and its true luxury.”

Wool Celebration’ will be celebrated in shopping malls across India in nine cities to highlight wool fashion, showcasing a capsule collection from Pankaj and Nidhi and innovative products from associated leading brands. This includes an ultimate lightweight and wrinkle resistant ‘Zero Gravity’ jacket from Park Avenue made of super fine high twisted wool yarn. Finely crafted luxurious pure Merino wool pullovers from Gadoni of Italy made on a fine gauge machine with imported yarn are a part of the Wool Celebration collection. A luxurious shawl collection from Shingora inspired by baroque art in a modern context contemporizing the rich heritage of decoration and ornamentation made of pure Merino wool grabs the attention of young female consumers exuding modernity yet elegance in the collection.

The other brands closely associated with the initiative including Raymond, Monte Carlo, ColorPlus among others will play a vital role in conveying the message to consumers via in- store promotions. Apparel care brands ‘Whirlpool’ washing machine and ‘Godrej Ezee care’ whose products are Woolmark certified are also closely associated with this campaign. Exciting events, games and fun activities will be organised in and around the malls to mark the celebrations.