After two decades of lull in the Australian wool industry due to collapse of the reserve price scheme, it is suddenly witnessing an upturn as global fashion companies are focusing their attention to natural fibre- wool. For instance, recently internationally renowned L'Uomo Vogue from Italy teamed with The Woolmark Company to display Australian wool and fashion during a week-long celebration.

As a part of the celebration, Sydney's CBD shopping zone will pay homage to wool and fashion, with store windows including David Jones displaying photographs from L’Uomo Vogue archives. And the exclusive photographic exhibition ‘An Artful Thread between Fashion and Style’ will show at the Museum of Contemporary Art.

The Italian men’s magazine has also dedicated its entire March edition to Australia featuring its heritage, including woolgrowers with award-winning actor Cate Blanchett on the cover. Bugaboo, the Dutch baby brand has also started marketing 100 per cent Australian wool accessories, including pram linings and baby blankets made of wool. 

Other initiatives like different marketing campaigns including the HRH The Prince of Wales Campaign for Wool and International Woolmark Prize have been promoting wool bringing it back into the spotlight. In fact over the past six months at least 10 countries including Russia, Japan, India and China visited Australia to see the wool growing process. Vietnamese manufacturers and processors would now be visiting Australia as a part of their wool-buying mission.

www.woolmark.com