'I Love Linen' campaign heads for London
After laying down a linen field in Paris in 2016 and in Milan in 2017, the European Linen and Hemp Confederation (CELC) has deployed its 'I Love Linen' promotional campaign in London, where it will stay until 2019.
From 13th April to 13th May, the operation's logo will have pride of place at a number of London retailers, including department stores John Lewis in Oxford Street and Peter Jones in Sloane Square. Natural fibres will also play a leading role in the 'Fashioned From Nature' exhibition at London's prestigious Victoria and Albert Museum, opening on 21st April and scheduled until January 2019, and also supported by CELC.
In parallel, a specialist project was launched last October by CELC with the Chelsea College of Art, whose third year students are being taught how to use linen in their creations. CELC is also planning to extend this kind of training to other major design and marketing schools in London.
As a sustainable fibre, linen has been known for millennia, having been used by mankind for some 36,000 years. Last June, it was promoted in Paris, with the installation of a linen field from Normandy in avenue Foch, while giant linen lanterns were deployed in the streets of the French capital last January.
CELC groups together 10,000 companies active in 14 European countries, and has established two certifications for the material's traceability: European Flax and Masters of Linen. Europe is the world's leading linen fibre producer, with 80% of worldwide output, and the northern coast of France dominates the market thanks to its specific microclimate.
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