Reassert the position of the International Woolmark Prize as the oldest fashion award in the world, in an increasingly competitive landscape that includes the LVMH Prize, ANDAM, and the Hyères Festival.
Showcase The Woolmark Company’s commitment to a responsible and innovative fashion industry through the use of Australian Merino wool.
Amplify messaging through digital media and next-gen social-native platforms to reach a younger audience.
OBJECTIFS
ACTION PLAN
Three key communication moments designed to structure a coherent and progressive PR narrative:
1.Finalists Announcement – November 2024
Official announcement of the 8 selected designers.
2.Jury Reveal – March 2025
Introduction of jury members: key figures in fashion and retail : Donatella Versace, Law Roach, IB Kamara…
3.Final Event in Milan & Winner Reveal – April 2025
Exclusive press trip with Harper’s Bazaar France to Milan for the final: interviews with finalists, collection previews, and jury exchanges.
Winner revealed on the evening of April 2nd via an official press release.
RESULTS
40 media features (including webzines and social media coverage) such as Harper’s Bazaar France, Matthieu Bobard, Arrêtez Tout Magazine, L’Officiel, Le Monde, NSS, WWD, Style Not Com…
Total audience reach: 111,690,442
Ad value equivalent: €89,078
