Woolmark, the global authority on wool, has launched a strategic, collaborative campaign with India’s leading luxury e-commerce platforms, Ajio Luxe and Tata CLiQ Luxury. The campaign titled ‘Merino Reimagined,’ spotlights the versatility and advanced performance capabilities of Merino wool. It aims to shift consumer perception by showcasing wool as a modern, year-round luxury fibre rather than solely a heavy winter material.
The partnership builds on Woolmark’s successful three-year association with Ajio Luxe, while marking its first-ever collaboration with Tata CLiQ Luxury, strengthening the fibre brand’s presence across India’s premium fashion landscape.
The campaign with Ajio Luxe, now live, is anchored in Performance and Athleisure, underscoring Merino wool’s natural, high-tech functionality. Under the core message, “Merino Wool Crafted for Motion,” the platform highlights the fibre’s dynamic breathability, superior moisture management and inherent odour resistance – qualities that make Merino the ideal choice for consumers embracing active lifestyles, sportswear and contemporary athleisure.
Running in parallel, Tata CLiQ Luxury brings focus ot Merino wool’s Year-Round Versatility through the “Merino Reimagined” narrative. This campaign emphasises the elegance, comfort and exceptional climate adaptability of lightweight Merino garments. Featured brands and curated pieces celebrate premium, sustainable wardrobe investments designed to transcend traditional seasonality and deliver refined style for every Indian climate.
“India’s luxury consumer is highly discerning and increasingly seeks investments that blend performance, quality, sustainability, and style. Our collaboration with Ajio Luxe and Tata CLiQ Luxury is essential to unlocking Merino wool’s full potential in this market,” said John Roberts, Managing Director, Woolmark. “By spotlighting Merino across athleisure and year-round dressing, we are dismantling outdated perceptions of seasonality and reaffirming its status as the world’s most versatile natural luxury fibre.”
The initiative reflects a shared vision among Woolmark and its retail partners to redefine luxury for modern Indian consumers and broaden the appeal of Merino wool within the fast-evolving premium fashion and lifestyle segments.
