On Tuesday 8 September, a flock of sheep spent some hours in Via Montenapoleone for the opening of the Wool Week, an educational series of events aimed at promoting Australian merino wool and informing consumers and insiders about eco-friendly, sustainable, healthy and skin-friendly, naturally stretch and insulating properties of wool. The event was supported by The Woolmark Company in collaboration with the city authorities and retailers of the prestigious luxury street, and Milano Unica, the international textile show also starting on that day.

After the Milan edition of the Wool Week, similar events will happen in Paris, London and Amsterdam before arriving to Japan and China. All of them are aimed at informing consumers and insiders about the features of wool and encouraging them into buying and employing wool.

Also part of the series of celebrations was the On Stage fashion show which was held on the same night in Via Montenapoleone at the presence of insiders, also open to the public.

The ten designer finalists who presented their own creations reinventing wool were Ms Min (China), Sid Neigum (Canada), Ricostru (China), Miumiku (India), Ultrachic (Italy) and Youjia Jin (China) for women’s apparel and Luca Larenza (Italy), Weber+Weber (Austria), Pieter (The Netherlands) and SUlvam (Japan) for men’s apparel.

The Woolmark Company is a subsidiary of Australian Wool Innovation, a non profit company whose owners are over 25,000 producers of wool who invest in research, development and marketing throughout the whole Australian wool productive chain.