Vanessa Bell

KEEPING Merino wool in consumers’ minds begins with reconnecting the consumer to the fibre story, according to New South Wales-based grower and brand owner Vanessa Bell.

Ms Bell officially launched her VANESSA BELL knitwear collection at ‘Emu Creek’ in Walcha last week, featuring garments made from the wool of her non-mulesed Responsible Wool Standard certified Merino flock.

She is a recipient of Gold in Fashion & Textiles and Silver in Agriculture & Farming at the 2025 Women Changing the World Global Awards and next week will be a keynote speaker at the Women In Wool conference in Ballarat, Victoria.

Ms Bell said for too long fashion and agriculture have been treated as separate conversations, when in reality every natural fibre garment begins on the land.

“Merino wool has one of the most compelling origin stories in global fashion, yet many consumers today simply do not understand where it comes from or why that matters.

“Keeping wool front of mind requires stronger storytelling, clearer traceability and deeper collaboration across the value chain, from growers through to brands, retailers and media,” she said.

“We are also seeing a broader shift in consumer behaviour.

“We have moved from an attention economy to a trust economy,” she said.

“Consumers increasingly want to understand where products come from, how they are made and who stands behind them.

“Consumers often don’t know what they don’t know, which is why education remains so important.”

A powerful opportunity

Ms Bell said the wool industry has a powerful opportunity to reconnect people with natural fibres by showing the journey from farm to finished garment.

“One example of how this can be achieved is through experiences that bring people closer to the source.

“Earlier this month I hosted the ‘Emu Creek’ Long Lunch on our property in Walcha to launch my Merino knitwear collection,” she said.

“By bringing together media, industry and community in a working shearing shed (with access to the sheep), the story of wool was able to be shared directly from the place it begins.

“Experiences like this create a deeper understanding of wool and allow the story to travel further through media, social channels and word of mouth,” Ms Bell said.

“In terms of reach, this one event gained over 50,000 views across social channels.

“I often say the most powerful way to scale a message is through community and advocacy,” she said.

“When people experience the story of wool firsthand, they become ambassadors for that story themselves.”

On the role of wool levies

Mr Bell said she recognised the responsibility that comes with levy funds and the importance of investing in initiatives that strengthen long-term demand for Australian wool.

“Levy investment has long played an important role in marketing, research and education for the industry, and those areas remain critical.

“One area that may present increasing opportunity is the use of technology to create more immersive consumer experiences around wool,” she said.

“Today’s consumer expects transparency and connection.

“Emerging technologies can allow people to experience the journey of wool more directly, from farm through to finished garment,” Ms Bell said.

“Experiences like this can build understanding and emotional connection in ways traditional marketing cannot.”

Ms Bell said there is also increasing consumer scepticism around conventional luxury brand narratives.

“Provenance and authenticity matter more than ever.

“Growers and brands are uniquely positioned to provide that authenticity because we can show the real origin of the fibre.”

Ms Bell said education is essential; however, it must cut through.

“Continued investment in innovative ways to communicate wool’s story globally will help keep Australian Merino front of mind.

“The opportunity lies in inspiring consumers to reconsider the widespread use of petrochemical-based synthetics and to better understand the environmental impact they create,” she said.

“That contrast makes the story of natural fibres both compelling and emotionally engaging.”

Re-establishing domestic industry would keep value onshore

Ms Bell said she was broadly supported the aims of a recent Australian Fashion Council report outlining an industry-backed national roadmap to rebuild targeted domestic manufacturing capability across Australia’s textile, clothing and footwear (TCF) sector.

“Australia grows some of the world’s finest natural fibres, yet much of the value creation occurs offshore.

“Addressing structural gaps in the supply chain, particularly early-stage fibre processing and yarn spinning, is an important conversation for the industry,” she said.

“From a garment manufacturing perspective, one of the most significant gaps in Australia today sits in early-stage wool processing and yarn spinning.

“As you’re fully aware, much of Australia’s wool is exported for processing before returning as finished textile products,” Ms Bell said.

“Re-establishing capability in areas such as scouring and spinning would allow more value to be captured domestically and could support brands that wish to build more vertically integrated Australian supply chains.

“However, many people in the sector have already explored what it would take to rebuild this capability domestically.”

Ms Bell said establishing viable scouring, spinning or advanced textile manufacturing facilities requires significant capital investment.

“We have also lost a great deal of expertise over time.

“Rebuilding capability will require not only infrastructure but also training pathways, apprenticeships and opportunities for young people to enter these specialised fields.”

Ms Bell said she had chosen to manufacture wool for her brand in Italy because of the depth of expertise that existed there.

“The tradition of spinning and textile craftsmanship has been developed over generations, and that knowledge is difficult to replicate quickly.”

But she said there may also be opportunities for international collaboration.

“Reciprocal training pathways that allow Australian students and technicians to learn in established textile centres overseas could help bring valuable expertise back to Australia.

“At the same time, recent global supply chain disruptions have reminded many industries of the importance of resilience,” she said.

“Strengthening elements of Australia’s textile ecosystem is a conversation worth continuing.

“Innovation in circular manufacturing and fibre-to-fibre recycling will also be an important part of the sector’s future.”

Skills and training in textile manufacturing critical

Ms Bell said she supported the AFC roadmap’s aims to build a globally competitive premium sector – traceable, sustainable – with Australian-made identification and promotion, and creation of new skilled pathways, including protecting women’s contribution and participation.

“Australia’s strength lies in premium natural fibres, strong design capability and high standards around traceability and sustainability.

“Building a globally recognised premium sector that highlights these advantages makes strategic sense.”

As a member of the Australian Fashion Council, Ms Bell believed the work it has undertaken with R.M.Williams and many other industry participants to develop this strategy represented an important collaborative effort for the sector.

“Importantly, the strategy has been developed through extensive industry consultation rather than government mandate, which gives it a strong foundation.”

Ms Bell said investing in skills and training in textile manufacturing will also be critical.

“Women already play a significant role across the fashion, textile and wool industries.

“Protecting and elevating their contribution is critical to ensuring the long-term success and sustainability of the sector.”

Top priority to maintain the Australian Merino flock

Ms Bell said the industry’s top priority must remain demand.

“If we want to protect and grow the Merino flock, wool must remain commercially viable for growers.

“That requires ensuring consumers understand the value of natural fibres and continue choosing wool over synthetic alternatives,” she said.

“The second priority is rebuilding the connection between fibre and fashion.

“Wool has extraordinary natural performance and sustainability attributes, yet those advantages must be communicated in ways that resonate with modern consumers,” Ms Bell said.

“When the story of wool is told well, from paddock through to finished garment, it strengthens demand across the entire value chain.”

The third priority is leadership and visibility across the industry, particularly for women, Ms Bell said.

“Opportunities for women across the wool sector are incredibly diverse, from fat lamb and wool production through to wool harvesting, agricultural research and development, services and sales, technology, media and academia.

“Ensuring these contributions are visible and supported will be fundamental to the industry’s long-term success,” she said.

“Platforms that create opportunities for women to connect, learn and lead are therefore incredibly important.

“The upcoming Women In Wool event, Building Tomorrow, Today, in Ballarat on 26–27 March 2026 is one such example, focused on empowering and elevating women across all facets of the industry through education and shared leadership.”

Ms Bell said women across the sector are already helping shape the future of wool.

“Ensuring those voices continue to be seen and heard will only strengthen the industry.

“For me, the opportunity is simple: continue telling the story of wool with clarity and confidence, from the land through to the finished garment.”

For more information on the Women in Wool Conference on 26-27 March and to secure your tickets, visit: https://www.womeninwool.com.au/2026-conference