MUMBAI, India — Woolmark has introduced the “Merino Reimagined” campaign in collaboration with India’s leading luxury e-commerce platforms, Ajio Luxe and Tata CLiQ Luxury. This initiative aims to highlight the versatility and advanced functionalities of Merino wool, positioning it as a modern, year-round luxury fiber rather than just a heavy winter material.
Building on a successful three-year partnership with Ajio Luxe and marking its first collaboration with Tata CLiQ Luxury, the “Merino Reimagined” campaign is a unified effort targeting the distinct, rapidly growing segments within India’s luxury and lifestyle markets.
The campaign with Ajio Luxe, which is currently live, centers on Performance and Athleisure, showcasing the inherent high-tech capabilities of Merino wool. With the core message “Merino Wool Crafted for Motion,” it emphasizes the fiber’s dynamic breathability, exceptional moisture management, and natural odor resistance—properties that make Merino an ideal choice for consumers who engage in active lifestyles and favor sportswear and contemporary athleisure.
In parallel, Tata CLiQ Luxury focuses on the year-round adaptability of Merino wool through the “Merino Reimagined” narrative. This campaign highlights the elegance, comfort, and remarkable climate adaptability of lightweight Merino garments. The featured brands and curated selections celebrate premium, sustainable wardrobe investments that transcend traditional seasonal limitations, creating refined styles suited 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 of 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 “By spotlighting Merino across athleisure and year-round dressing, we are dismantling outdated perceptions of seasonality and reaffirming its status as the world’s most versatile natural luxury fiber.”
The “Merino Reimagined” campaign embodies the shared vision of Woolmark, Ajio Luxe, and Tata CLiQ Luxury, highlighting a collective commitment to redefining modern luxury in India. Leadership from all three entities recognizes the substantial market potential that Merino wool offers in the rapidly transforming landscape of fashion and lifestyle in the country.
