“The International Woolmark Prize needed to reinstate its position as the original prize that pushes design forward. We paved a new framework strategically and creatively, elevating the yearlong program and final presentation through a ‘traceability’ narrative that puts materials, processes and people first. The finalists’ reveal in October 2019 represented each nominee and focused on shared common goals as a true union. Extending on from this moment, we built up to the presentation day during London Fashion Week, a 360-degree activation inspired by materiality, evolutionary processes, nature and, of course, wool.”