WOOL Week 2011, the annual culmination of Campaign for Wool’s efforts to raise awareness of wool, continues its celebrations with the launch of ‘Wool Modern’.

The Prince of Wales and The Duchess of Cornwall were joined by representatives of the wool industry, as well as figures from the worlds of fashion and interior design at the official opening of the Wool Modern exhibition in London last month.  The royals were accompanied by Oscar-winning actor Colin Firth and his wife Livia, a keen advocate of sustainable fashion.  Other guests included Dame Vivienne Westwood, Lily Cole, Julia Restoin Roitfeld, Giles Deacon, Lady Amanda Harlech, Henry Holland, Jasmine Guinness, Katie Grand and Nicholas Kirkwood.

“Wool is one of the world’s great natural fibres, famous for its versatility and comfort – warm in winter, cool in summer,” said Dame Vivienne Westwood.  “I do believe that because it is such a luxury fabric that its status will increase. People will not want man-made fibres anymore and luxury will be seen in the great traditional, natural, fibres.”

Celebrating wool in the 21st century, Wool Modern showcases the aesthetic, environmental and technical benefits of wool with fashion pieces, installations and products.  The exhibition delves into the archives of designers such as Thierry Mugler, Yves Saint Laurent, Giles Deacon and Paul Smith. There is also a display of pieces from UK knitwear designers Mark Fast and Craig Lawrence, womenswear designer Simone Rocha, artist Isabel Berglund’s Queens Chair and a specially created Brintons carpet designed by Erdem.

Over 150 companies have joined the Campaign for Wool to date, pledging their support to inform over 165 million consumers of the natural benefits of wool. Last year, over 850 UK stores joined the campaign to promote Wool Week.

 The first International Wool Week was to take place this year from October 3 to 10, with events taking place in Australia, New Zealand, Spain, Netherlands, Japan, Germany and Norway.

Prince Charles (second from right) and his wife Camilla (right) at the opening of the Wool Modern exhibition in London. From left is fashion designer Dame Vivienne Westwood, Livia and her husband, Oscar-winning actor Colin Firth.