Woolmark has launched a strategic collaborative campaign with India’s leading luxury e-commerce platforms, Ajio Luxe and Tata CLiQ Luxury. The initiative spotlights the versatility and advanced performance features of Merino wool. Titled “Merino Reimagined,” the campaign aims to shift consumer perception by positioning wool as a modern, year-round luxury fibre rather than a winter-only material.
Expanding Long-Term Partnerships
This campaign builds on three consecutive years of successful association with Ajio Luxe. It also marks Woolmark’s first collaboration with Tata CLiQ Luxury. Together, the partners aim to reach distinct and fast-growing segments within India’s luxury and lifestyle market.
Ajio Luxe: Performance and Athleisure Focus
The Ajio Luxe campaign, which is now live, centres on Performance and Athleisure. It highlights Merino wool’s natural, high-tech attributes. Under the message “Merino Wool Crafted for Motion,” the platform showcases the fibre’s breathability, moisture management and odour-resistant properties. These qualities make Merino an ideal choice for consumers embracing sportswear, active lifestyles and contemporary athleisure.
Tata CLiQ Luxury: Year-Round Versatility
Running simultaneously, Tata CLiQ Luxury highlights Merino wool’s year-round adaptability through the “Merino Reimagined” narrative. This campaign emphasises lightweight Merino garments that offer comfort, elegance and climate flexibility. Featured brands and curated collections champion sustainable wardrobe investments that transcend seasonality and deliver refined style across India’s diverse climates.
Industry Leadership Perspective
“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 “By spotlighting Merino across athleisure and year-round dressing, we are dismantling outdated perceptions of seasonality and reaffirming its status as the world’s most versatile natural luxury fibre.”
A Unified Vision for Modern Luxury
The initiative reflects a shared vision among Woolmark, Ajio Luxe and Tata CLiQ Luxury. It also signals a collective commitment to redefining modern luxury in India. As the country’s fashion and lifestyle landscape evolves rapidly, the partners recognise the significant market opportunity that Merino wool presents.
