Join the Chain Reaction

Your exclusive chance to be part of fashion history


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Before they go head-to-head in the global finals of the International Woolmark Prize, before you get the chance to walk into the world’s top boutiques and buy the latest cutting-edge fashion, and before we discover who is the best emerging design talent in the world, everyone gets the chance to be part of the award’s action.

The coveted International Woolmark Prize is world-renowned for crossing cultural and geographical borders. This year, it goes one step further giving all and sundry a sneak peek of the designers’ collections and the opportunity for individuals to digitally engage with a designer’s look.

Welcome to Chain Reaction, an interactive public art experience, allowing everyone to enjoy fashion purely on a creative level. Chain Reaction allows for anyone, anywhere in the world, to connect with each other and collaborate on this shared experience that beautifully weaves together premium fashion with art.

Chain Reaction celebrates the creative innovation and community spirit of the prize, connecting people from all corners of the globe with real-time results. With each new human interaction, the chain of collaborations grows, making each participant an indispensable link in an inspiring social experience.

Interactions can be made across all devices by moving your cursor over your selected image and distorting it. The new-look image is saved and this will be the image that the next person will engage with.

We invite you to be part of fashion history in the making. Join the Chain Reaction and discover the most innovative uses of Merino wool by the world’s most promising designers.

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