Return to Real: Woolmark’s new Merino wool campaign launches in China and Europe
Return to Real is Woolmark’s new global consumer campaign for Merino wool, running in China, France, Germany and Italy during October 2026. Launched by Australian Wool Innovation (AWI) through its subsidiary Woolmark, it aims to turn growing consumer interest in natural fibres into demand for wool, and puts the Woolmark quality mark back at the centre of consumer messaging.
What is the Return to Real campaign?
Return to Real is a demand-creation campaign designed to build demand for Merino wool at a time when consumers are actively seeking high-quality natural fibres. It builds on Woolmark’s earlier Wear Wool, Not Fossil Fuel and Wear Wool, Not Waste campaigns, which presented wool as a natural alternative to synthetic fibres and fast fashion.
“Consumers are actively looking for more natural choices, but wool cannot rely on its history or reputation alone,” said AWI CEO Bryan Fry. “We need to show a new generation why Merino wool remains relevant to modern life.”
Where is the campaign running?
The campaign runs in China, France, Germany and Italy during October 2026. “We target China and Europe because that’s where the most wool is bought,” Mr Fry said.
China leads the activity. The campaign combines consumer advertising, education and products available to buy through Woolmark’s partnership with the e-commerce platform Tmall, now in its eighth consecutive year. Tmall’s Wool Weeks programme has expanded to Wool Month in 2026. In Shanghai, the campaign features Chinese supermodel and Woolmark ambassador He Sui.
In Europe, the campaign appears in prominent urban locations across Berlin, Milan and Paris. The same message is adapted through local media and partnerships for consumers in Germany, Italy and France.
What does the consumer research show?
Research cited by AWI points to strong consumer preference for natural fibres in China, and to rapid growth in Merino wool outdoor apparel.
| Finding | Figure | Source |
|---|---|---|
| Chinese consumers who would prefer natural fibres to synthetics in otherwise equivalent garments | 85% | Ipsos |
| Chinese consumers willing to pay more for natural-fibre clothing | 92% | Ipsos |
| Chinese consumers who say they pay attention to the Woolmark | 95% | Ipsos |
| Chinese consumers who would pay a premium for apparel carrying the Woolmark | 92% | Ipsos |
| Year-on-year growth in gross merchandise value for Merino wool outdoor apparel | 103% | Tmall |
| Year-on-year increase in buyers of Merino wool outdoor apparel | 139% | Tmall |
Consumer findings are from the Ipsos AWI Natural Fibre Perception Report, September 2026. Ipsos interviewed 300 people online in each of China, France, Germany, Italy and the United States, aged 18 to 65, on 7 and 8 September 2026. Market figures are from the 2026 Tmall Wool Outdoor Sportswear Whitepaper.
What does “Natural Intelligence” mean?
Natural Intelligence is the campaign’s positioning for Merino wool: a fibre whose performance has been developed by nature and supported by science. Campaign lines include “Wool. The original wearable tech” and “Wool. Not all intelligence is artificial”.
The lines point to wool’s 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.
Why is the Woolmark central to the campaign?
The campaign brings the line “The Mark of Quality Wool” back into consumer communication, to help people identify wool products and understand what the mark represents. The Woolmark is owned by Australian woolgrowers. It provides assurance of fibre content and quality, and helps brands distinguish their wool products.
“The Woolmark is a valuable asset owned by Australian woolgrowers, but its value depends on consumers recognising and understanding it,” Mr Fry said.
What does this mean for the wool trade?
Consumer demand is where the value created at every earlier stage of the wool pipeline is realised. Return to Real links three things in one programme: a clear fibre message, a recognisable quality mark, and products available to buy at the moment of interest.
The campaign forms part of AWI’s broader demand-creation work with brands, retailers and e-commerce platforms.
Based in Brussels, she enjoys the challenge of coordinating communications across time zones and cultures, whether she's working with sheep farmers in Australia or fashion brands in Europe. When not immersed in wool industry trends, you might find her on a yoga mat or exploring Belgium's excellent coffee scene.
Have a question about wool or the wool industry? Contact Jeannette through IWTO at iwto@iwto.org.
- Return to Real: Woolmark’s new Merino wool campaign - October 7, 2026
- Sheep on the Wildfire Front Line - September 29, 2026
- Congress 2027 - September 2, 2026