New Woolmark campaign aims to turn consumer interest into demand for Australian wool
Woolmark’s latest campaign will put Merino wool in front of consumers in China and Europe, linking its natural performance with products they can find and buy.
Australian Wool Innovation is launching Return to Real through Woolmark, the global wool brand owned by Australian Woolgrowers. The campaign will run across China, France, Germany and Italy in October, with an Australian consumer campaign planned for mid-2027.
For Australian woolgrowers, the aim is to build demand by giving consumers more reasons to consider wool when choosing clothing. Return to Real builds on Woolmark’s earlier Wear Wool, Not Fossil Fuel and Wear Wool, Not Waste campaigns, which drew attention to wool as a natural alternative to synthetic fibres and fast fashion.
AWI CEO Bryan Fry said the new campaign would show consumers why Merino wool remains relevant across a wide range of clothing.
“Consumers are actively looking for more natural choices, but wool cannot rely on its history or reputation alone.
“We need to show a new generation why Merino wool remains relevant to modern life. Its natural performance gives it a strong role across fashion, outdoor apparel, sportswear and everyday clothing.”
Connecting the campaign to purchases in China
China leads the activity, bringing together consumer advertising, education and wool products available through Woolmark’s partnership with online retailer Tmall.
This is the eighth consecutive year Woolmark has partnered with Tmall. Its Wool Weeks promotion has expanded to Wool Month in 2026, giving wool and participating brands greater visibility during the autumn and winter selling season. In Shanghai, the campaign features Chinese supermodel and Woolmark ambassador He Sui.
“China is one of the most important consumer markets for Australian wool. Our partnership with Tmall brings the campaign together with education, trusted endorsement and products consumers can buy,” Mr Fry said.
The approach is designed to help consumers move from noticing wool and understanding its benefits to finding wool products when they are ready to shop.
Recent AWI research found that 85% of Chinese consumers surveyed would prefer natural fibres to synthetics when choosing between otherwise equivalent garments. Separately, Tmall reported year-on-year growth in both sales value and buyer numbers for Merino wool outdoor apparel.
Showing what wool does naturally
In Europe, Return to Real will appear in prominent locations across Berlin, Milan and Paris. Its “Natural Intelligence” message presents Merino wool’s performance as something developed by nature and supported by science.
Campaign lines such as “Wool. The original wearable tech” draw attention to qualities including temperature regulation, moisture management and comfort.
“Every Merino wool fibre has a naturally complex structure that helps regulate temperature, manage moisture, resist odour, stretch, recover and deliver exceptional next-to-skin comfort,” Mr Fry said.
The campaign also places renewed emphasis on the Woolmark and the line “The Mark of Quality Wool”. Owned by Australian woolgrowers, the mark helps consumers identify wool products and provides assurance of fibre content and quality.
“The Woolmark is a valuable asset owned by Australian woolgrowers, but its value depends on consumers recognising and understanding it,” Mr Fry said.
Return to Real brings that mark, the fibre’s natural benefits and Woolmark’s work with brands and retailers together in the markets where consumers buy wool products.
This article appeared in the AWI Woolgrower Newsletter October 2026. Reproduction of the article is encouraged and should be attributed as follows: This article was first published in the AWI Woolgrower Newsletter.
