Jeanswest launches its new A/W 2016 campaign with The Woolmark Company via Pencil&Pixel

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Pencil&Pixel, the boutique agency specialising in fashion and retail, has launched the new AW2016 campaign for Jeanswest in partnership with The Woolmark Company.

The campaign, shot by renowned fashion photographer Steven Chee, is a first for Jeanswest as they push into a more premium space.

Says Belinda Waller, general manager of marketing, Jeanswest: “We’re excited and proud to tell the story behind our collections and working closely with the Woolmark Company is another way of demonstrating our commitment to traceability and transparency in relation to sourcing.”

In keeping with the brands Australian heritage and drawing on the collections use of premium Woolmark-certified merino wool, Pencil&Pixel’s strategy was to tell an authentic story.

Says Andrew Henderson, creative partner, Pencil&Pixel: “Creatively, we set out to tell a real story of Australian Wool, and the idea that our client Jeanswest were sourcing from ‘home’ was very important. Selling ‘stuff’ with pretty pictures no longer really cuts it. Great retail stories need to be bigger, more meaningful stories. Stories told with authenticity that the customer can connect with.”

Aware that great retail requires more than just fashion pictures, the agency found and engaged a campaign ‘face’ whose family own one of the great Merino studs in central NSW. The campaign shoot took place at Benangaroo Station, owned and operated by Michael and Angela Field. Michael is a fourth generation wool grower and the agency cast his daughter, international model Stephanie Joy Field.

Says Henderson: “Working with Steph’ and telling her personal home-coming to Benangaroo was an exciting way to launch Jeanswest return an all Australian Pure Winter/Pure Wool. It was just so genuine, shot beautifully by Steven on an iconic creative canvas.”

Says Stephanie Joy Field: “Being able to share where I grew up with the rest of the crew was such an incredible experience. It made me feel proud of who I am and where I come from. It’s not often you have the luxury of shooting in the comfort of your own home.”

Working with The Woolmark Company demonstrates Jeanswest’s continued commitment to increasing their premium category while supporting the Australian wool industry. The Woolmark logo is one of the world’s most recognised and respected brands, providing assurance of the highest quality.

Says Adam Lloyd, general manager of product, Jeanswest: “The Woolmark association brings with it the highest level of quality and integrity, so our customers can be assured they are purchasing superior, premium knitwear that will last the test of time.”

Says Stuart McCullough, managing director, The Woolmark Company: “With high visibility across Australia and New Zealand, the latest Woolmark collection for Jeanswest allows our hard-working wool-growers to witness the commercial aspect of their product – seeing their wool on the racks of one of Australia’s largest lifestyle retailers.”

The new AW16 Jeanswest Woolmark campaign will appear on National and NZ outdoor (trams and buses) magazines (Pacific and weekend titles through News) and online from 26 April 2016.