New World Wool

To celebrate 50 years of successful wool trade between China and Australia, The Woolmark Company approached six of China’s most exciting fashion designers to create collections made from Australian Merino wool, utilizing innovative fabrics from manufacturing partners in China.

The collections will be launched at the NEW WORLD WOOL gala event to be held in Shanghai on 25 October within a digital runway presentation. This four-minute film, directed by the globally acclaimed fashion film director Tim Richardson and featuring supermodel Xiao Wen Ju, showcases the Merino wool collections in a cutting-edge cinematic experience.

Set within an abstracted skyscraper facade, the film follows the model’s journey through a series of vividly coloured scenography, her movement through each space triggering a unique and spectacular display of lighting design and colour. The resultant film points to the futuristic use of wool textiles inherent in each of the collections. The set is designed to amplify and reflect the collections as the model moves through the film, a world constructed from a mix of mirrored, reflective, white and black surfaces that add a spectacular sense of dimension to the model’s journey.

“I see the New World Wool Film installation as spectacular cinematic vista,” explains Richardson. “The incredible Fosun Foundation interior will be transformed into a seamless 280-degree filmic and spatial experience: a beautiful abstraction of Shanghai’s skyline that will immerse the select audience within a new filmic world.”

Director: Tim Richardson
Creative Director: Mitchell Oakley Smith 
Model: Xiao Wen Ju