Australian Wool Innovation (AWI) says it's had a big win in the European fashion market. This week, fashion house Giorgio Armani will launch a 16-page fashion shoot and commentary elaborately promoting wool.
AWI is unsure of how much this will increase wool sales.
"It's a big deal. Fashion doesn't filter up the fashion triangle, fashion filters down," said Stuart McCullough, AWI chief executive. "We're very pleased with this deal, there's no one more iconic as far as I'm concerned."
Reprinted in part from ABC Rural, Australia