The International Woolmark Prize celebrates outstanding fashion talents from around the globe who showcase the beauty and versatility of Merino wool. It is the world’s most prestigious award for rising fashion stars.
First held in 1953 as an initiative of the International Wool Secretariat, the award was won the following year by iconic fashion designers Karl Lagerfeld and Yves Saint Laurent.
Today, the International Woolmark Prize continues to recognise design excellence using Australian Merino wool. The prize crosses borders and cultures to spotlight emerging fashion talent from hotspots in more than 60 countries before a who’s who of the international fashion industry.
TCS were appointed by The Woolmark Company to launch the 2017 International Woolmark prize and raise awareness of the worlds most prestigious fashion award.
TCS partnered with Dazed Media to create four, fifteen second teasers and a two minute trailer that follows the film’s director Isaac Lock on his journey to creating Unravelled – the greatest story never told – an ambitious cinematic campaign starring a host of industry faces including Jefferson Hack, Tim Blanks and Carmen Kass, featuring looks from this year’s finalists.
With a cast list of the great and good in fashion and film posters shot by Rankin featuring Carmen Kass, The Woolmark Company continued its pioneering take on communications in the fashion industry.
The campaign filmed in London and Paris features a photography shoot by Rankin, and stars Jefferson Hack, Carmen Kass, Michel Gaubert, Elizabeth Saltzman, Tim Blanks, Sarah Andelman, Guillaume Salmon, Catherine Baba, Danny Beauchamp,Isamaya Ffrench, Marc Sebastian Faiella, Zoë Huxford, Lily McMenamy, and Ola Rudnicka.