The Woolmark Company debuted at this year’s Middle East Retail Forum (MERF), introduced by Arti Gudal, The Woolmark Country Manager for India, and ambassador, Indian actor Shravan Reddy, while global media outlets and influencers attended the company’s introduction at the event. Promoting Merino wool and its position in the fashion and retail markets, MERF held in conjunction with the Middle East Retail Awards 2017 in Dubai on November 27 and 28, acted as an independent retail knowledge platform in the Middle East, allowing the global authority on wool to connect with like-minded brands within this region, and promote the latest wool trends, fabrics and yarns for activewear and luxury apparel.
A 30-second teaser featuring renowned Indian actor Shravan Reddy was also released at the forum, introducing The Woolmark Company’s new collection featuring wool looks by various fashion designers and brands including; Manish Malhotra, Nachiket Barve, Rahul Mishra, Dhruv Kapoor, Dhruv Vaish, Eka Raymond, Brookes Brothers and Ermenegildo Zegna. Reddy, who is also an ambassador for The Woolmark Company, fronts the ‘Grown in Australia, Made in India’ campaign, which highlights the unique farm to fashion journey.
“I am honoured to be a part of the campaign promoting Merino wool and its eminence with The Woolmark Company,” commented Mr Reddy. “Identifying with a brand has never been easier for me and therefore my association with The Woolmark Company has stemmed almost naturally.”
Recent years have seen an increase in demand from leading brands choosing Merino wool in performance apparel, influencing both the high-end retail and design sectors. Wool’s natural properties and latest innovations have made it an ideal fibre for apparel, from formalwear through to high-performance activewear. The adoption of wool by top brands in their collections has given wool a whole perspective in the market, and has influenced creative designers and buyers across the world.
Connecting the supply chain, The Woolmark Company hosted a masterclass on day one of the Middle East Retail Forum, where The Woolmark Company country managers for Italy and India, Francesco Magri and Arti Gudal, discussed Merino’s unshaken position in luxury fashion and trends and about the adoption of Merino wool in contemporary fashion and sportswear.
Elaborating on her enthusiasm in regard to establishing the brand in the region, Ms. Gudal said, “We are excited to be a part of this forum targeting UAE fashion and retail, and with Dubai being the fashion hub of this region, we intend to spread the campaign and idea of wool in fashion here. This forum is an ideal space to highlight the new opportunities for Merino wool in the contemporary fashion segment, which is crucial to cement wool’s rightful place as a modern fibre.”