Wool promotions body The Woolmark Company has unveiled a new short fashion film as part of its ‘New World Wool’ campaign, which celebrates 50 years of Australian wool trade with China.
The film, entitled Armour, was directed by Australian director Ben Briand and features Chinese-Australian actress Natasha Liu Bordizzo,
Primarily shot in Tasmania, the island state that is a leading product of Merino wool, it features key wool garments from the autumn/winter 2018 collections leading fashion designers and brands, including Jacquemus, Paul Smith, Max Mara, Erin Snow and John Smedley.
“I was inspired by the wool manufacturing process of taking something incredibly raw and turning it into something achingly beautiful,” said director Ben Briand. “There is a beautiful tension in that notion and one that I wanted to explore through the creation of this film, and it’s an idea that flows through all the character dynamics and themes.”
The film leans on the five elements (known in Chinese as Wu Xing) - fire, earth, water, wood and metal – and the five actions of melting, penetrating, separating, absorbing and quenching.
The Woolmark Company showed the film at a series of screenings in Shanghai in August before releasing it through its global digital channels at the start of September. The film is available to watch here.