Australian Wool Innovation (AWI) today announced it had engaged world renowned style and innovation agency PeclersParis to provide colour and design trend direction for the Woolmark.

Peclers' team of fashion experts and trend forecasters this week will start work with Woolmark licensees to prepare a colour palette with yarn and fabric design direction for the 2010-11 Autumn/Winter retail season.

The Woolmark Trend Service by PeclersParis will provide wool-specific fashion guidance for AWI’s seasonal workshops in the lead up to the Autumn/Winter 2010-11 yarn and fabric events.

AWI CEO Craig Welsh said: “This new partnership with Peclers is a key element of our global demand-building strategy for Australian Merino fibre. It’s a major creative R&D project for the wool supply chain and another of AWI’s marketing support offers to our business partners.”

“Peclers was the standout choice, not only for its fashion direction talent but also for its unrivalled international reputation among retail decision makers and its proven ability to involve spinners, weavers, knitters and clothiers in the process.”

PeclersParis president and CEO Eric Duchamp said: “Peclers is delighted to work with such a prestigious label as Woolmark. We will dedicate our best worldwide trend forecasting and creative capabilities to inspire AWI’s business partners to develop the most successful business ideas.”