WOOLMARK GETS SHEEPISH: Woolmark is gearing up to offer a real “wool experience” to Milan.

On Sept. 10, during the upcoming edition of high-end textile trade show Milano Unica, Woolmark will bring a flock of sheep to the city’s Piazza del Duomo, where experts will inform people about the wool supply chain, from wool breeding to finished goods.

This story first appeared in the July 11, 2013 issue of WWD. Subscribe Today.

This project is part of the “Campaign for Wool,” an initiative established in 2009 and supported by the Prince of Wales, which debuts in Italy with this event.

In addition, from Sept. 10 for a week, the windows of Milanese department store La Rinascente will display the creations of students from six Italian fashion schools that reworked wool to highlight its qualities, such as breathability, elasticity, durability and naturalness, among others.

Woolmark also renewed its partnership with Milano Unica for “On Stage,” a project dedicated to the promotion of upcoming talents.

On Sept. 10, six international labels, including J. JS Lee, Isa Arfen, Ostwald Helgason, From Britten P/L, Tillmann Lauterbach and Yang Lin, will showcase some pieces of their collections with a runway show, open to the public, to be held at the prestigious Galleria Vittorio Emanuele shopping arcade. Andrea Pompilio, who in June showed his men’s wear spring 2014 collection at Giorgio Armani’s theater, will be the guest designer of the event.

“Supporting all elements of the wool supply chain is part of our mission,” said Woolmark global strategy adviser Fabrizio Servente. “And through the support we give to young talents, we defend the future of a relevant part [the textile business] of the Italian industry.”

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