Isabella Blow Foundation


The Woolmark Company needed a unique way to promote their annual Wool Week event. Wool Week aims to create awareness for the use of Australian merino wool in high-end fashion.


The Isabella Blow collection is one of the most important fashion collections of the 20th century. It includes the world’s largest privately owned collection of Alexander McQueen pieces, many of which are made from Australian merino wool. Baker Brand developed the creative concept, negotiated sponsors and brokered the deal to bring the Isabella Blow Collection to Sydney to promote Wool Week in May 2016. The roll-out includes a 100 piece exhibition at the Powerhouse Museum titled Isabella Blow: A Fashionable Life which runs between May 13 and August 28, 2016, a pop-up exhibition in Westfield Sydney and a media tour to Australia by the Hon Daphne Guinness to open the exhibition. This was the first time that the Isabella Blow Collection had been exhibited outside the UK.


Isabella Blow: A Fashionable Life is one of the highlight Museum exhibitions in NSW during 2016 with projected visitation of 100,000. To date publicity supporting this project has delivered 30,270,700 unique views and feature stories in titles including VOGUE Australia, The Australian, Sydney Morning Herald, Daily Telegraph, Sunday Telegraph, The Sun Herald, Sunday Style, VOGUE US, Huffington Post, Sydney evening news bulletins.


“The Isabella Blow Foundation and Daphne Guinness’s team could never have achieved what we did without Tracy Baker. Taking a large part of the Isabella Blow Collection to Australia and staging an exhibition over there was logistically complicated, but the experience was eased by Tracy and her team’s guidance and oversight. Tracy’s extensive understanding of the fashion world, coupled with her unique business mind, was invaluable to the exhibition we staged at The Powerhouse Museum, named Isabella Blow : A Fashionable Life and much appreciated by our team. She was active and present from the conception of the exhibition, to its opening. Tracy conscientiously addressed any questions we had throughout, and worked to ensure we felt reassured and comfortable with every aspect of it: from the installation to the numerous press engagements involved. Both the collection, and we, were in safe and competent hands during our time in Sydney”. Isobel Gorst, Managing Director – The Isabella Blow Foundation, London