Journalists and media representatives from thirty one countries travelled to Australia to gain an understanding and appreciation for fine Australian Merino wool.

The farm tour was an ambitious day trip for one hundred and twenty media to the New England district where seven families of woolgrowers hosted guests and introduced them to  the intricacies of growing the world’s finest wool. Each group of up to thirty five media were shown through the wool growing process starting from the history of wool and of the family through to shearing and the important stage of classing the wool, to help them understand the story behind producing superfine Merino fleeces that qualify to enter the competition for the Zegna trophy.

The trip culminated in a momentous event held at the historic Royal Hall of Industries, Moore Park Australia. During the celebration, over a thousand guests, including International and national media, VIPs, celebrities and friends of Zegna and Woolmark embarked on an extraordinary and memorable event. The unveiling of an installation with multimedia projections opened the event and highlighted the values shared between the fine woolgrowing areas of Australia and weaving district of Italy. This was followed by a stunning men’s fashion show, on the longest catwalk ever created in Australia, featuring more than 60 male models outfitted in the Fall /Winter 2013 capsule collection specially created by Zegna as a homage to the beauty and versatility of Australian wool and entitled “Australian Celebration”; and referencing as inspiration one of the earliest fabrics produced from Zegna Trophy winning wool.