News

Maglifico! Sublime Italian Knitscape

29 June 2012

The Woolmark Company is proud to be presenting partner for “Maglifico! Sublime Italian Knitscape”, an exhibition to celebrate the quality of Merino wool and highlight the excellence of the Australian wool industry.

Launched during Milan’s Men’s Fashion Week, “Maglifico!” illustrates the long love affair Merino wool has with fashion and creativity. It explores all aspects of knitwear, creativity and production in both fashion and everyday life and features the work of Italian designers who have crafted the versatile wool fibre into both commercially viable products and one-off masterpieces.

The underlying theme of the exhibition pays homage to the Italian manufacturers and the long history and experience passed on from one generation to another, whose knitwear is highly sort after by the world’s most influential brands. What arises is a sublime panorama of Italian know-how spread through regions, productions, yarns and companies that are flagships of Made in Italy, alongside creations of the most important international designers and brands.

The common theme connecting all these extraordinary pieces will be the Italian production, which will reveal the tight relationship between the Italian industry and the producers of Australian Merino wool.

Italy country manager for The Woolmark Company, Lisa Lisanti, said the exhibition’s opening was a huge success.

“More than 500 people attended the opening including top designers as Missoni, Rivetti, Marras, Bikkemberg and top names of the national and international fashion system,” Ms Lisanti said.

“Zegna Baruffa also provided some wonderful knitted blankets and precious Merino wool in raw material, to allow visitors to discover the beauty of the fibre.

“In addition there were more than 100 fashion editors, bloggers and TV crews in attendance.

“The media value of the coverage achieved is currently more than four times the budget allocated for the event.”

To date, “Maglifico!” has received exceptional reviews, with more than 20 printed articles and more than 50 reviews from online magazines and bloggers, including elle.it, vogue.it, grazia.it, vanityfair.it and dianepernet.com.

Within “Maglifico!”, a special area is dedicated to yarns and in particular Merino wool. The Woolmark Company, a company synonymous with the best wool in the world, will be present inside the exhibition with a special installation, created by Angelo Figus, to celebrate wool and create a sensorial and educational experience of Merino wool.

The different areas inside this exhibition reveal wool’s versatility, inspiration of well-known names in fashion as Chanel, Yves Saint Laurent, Giorgio Armani, Prada, Missoni, Vivienne Westwood, and other new innovative designers including Paolo Errico, Boboutic, Henrik Vibskov and Aimo Richly.

Following last year’s “Unravel Knitwear in Fashion” exhibition in Antwerp, there was the need to retrace the growth of a creative industry, which continued to play an important role in fashion history and in society. In the past two centuries knitwear has shown how versatile it can be: pop and couture at the same time. Knitwear has never disappeared; continuously present in many designers’ fashion collections. In the latest years a new interest for knitwear has flourished, interpreted by established brands as well as young designers, fascinated by the infinite possibilities in processing and interpreting.

“Maglifico! Sublime Italian Knitscape” runs from now until September 2. The exhibition is held at Palazzo Morando - Costume Moda Immagine, Via Sant’Andrea 6 Milan.

Brands and designers participating in “Maglifico! Sublime Italian Knitscape”