News

Korea celebrates Australia's soul

31 January 2013

Australian soul was celebrated in style as The Woolmark Company partnered with the Australian Embassy in Korea to celebrate Australia Day.

Held at the Grand Hyatt Hotel in Seoul and under the banner There’s Nothing Like Australia, the gala event aimed to highlight areas of Australian capability that are reflective of the many facets of Australian lifestyle and culture.

The Woolmark Company was a major sponsor of the event and its booth attracted many visitors interested in learning more about Australian wool. And with more than 1000 invited guests to the event, including members of the press and trade, the event provided a number of good opportunities, according to country manager for The Woolmark Company Korea, Hyunwon Lee.

“Thanks to The Woolmark Company’s stand at the Australia Day event we were successfully able to provide information on The Woolmark Company, the benefits of wool and the value of the Australian wool industry,” Mr Lee said. “We also exhibited apparel made from Australian Merino wool and told the farm to fashion story.

“Forty Woolmark licensees were invited to the event, along with trade partners and journalists who were all privy to a Merino wool fashion show.”

A Best-Dressed competition also took place and was judged by The Woolmark Company.

“We selected one male and one female best dresser and they were each presented with a Merino woollen sweater.”

A high-end fashion show by prominent Korean-Australian designer Yeojin Bae was a highlight of the event, presenting Merino wool designs from her new line YB j’AIME in partnership with The Woolmark Company. Well-known model Jessica Gomes was also on the catwalk.

With more than 20 years’ experience Yeojin Bae is a sophisticated designer, whose clothes convey a sense of timeless elegance. The Korean-born Australian designer said she was excited to be taking part in Korea’s Australia Day event and to be partnering with The Woolmark Company to produce the night’s fashion show.

“I love how versatile wool is and I will be showing this on the runway through tailored coats and dresses,” Ms Bae said. “I couldn’t design my collections without wool. I love tailoring and wool allows me to drape and also create sharp silhouettes.”