Australian model Holly Rose Emery wears wool

See the campaign showcasing the best of the British high street


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With Wool Week in the UK under way - being held from 6-12 October - Wonderland, Rollacoaster and Man About Town magazines in partnership with the Campaign for Wool and The Woolmark Company feature the latest wool looks from high street retail brands and designers. Shot in a luxurious and contemporary styling and mood, the models Holly Rose Emery and Elliot Vulliod wander amongst the sheep as a reminder of where their clothes’ fibre comes from.


As a preview to the Campaign for Wool’s UK Wool Week being held from 6-12 October, Wonderland magazine produced an eight-page promotion of wool in its September edition.

“Cable knit, rib-knit, purl knit and woven, with the natural choice in higher demand than ever this winter, The Campaign for Wool and The Woolmark Company are demonstrating the versatility of Merino wool,” Wonderland says in the feature.

Models Holly Rose Emery and Elliot Vulliod showcase the natural aesthetic of wool in the promotion titled ‘Natural Selection’.

Holly Rose features five looks, including:

  • Black wool double breasted jacket by Jaeger
  • Mustard wool jacket and skirt both by Caroline Charles and grey and white patterned wool knit jumper by Jigsaw
  • Black wool turtleneck dress by Teatum Jones layered with a black wool couture crochet dress by Sibling
  • Navy wool Shetland Fair Isle jumper and navy and black wool tweed skirt both by Brora
  • Cobalt wool Shetland Fair Isle cardigan by Brora and beige wool knitted jumper and trousers both by Christian Wijnants from Harvey Nichols.

Elliot wears a navy wool knit jumper by Lyle & Scott and grey wool check trousers by Austin Reed.

The complementary video features Holly Rose and Elliot showing off these and other wool looks on the farm of Lesley Prior in the lush Devon countryside at the edge of Exmoor.

Glimpses of a flock of Bowmont sheep - the closest derivative Britain has to Merino sheep - are shown in the background. First bred nearly 30 years ago by the Macaulay Institute in Scotland, Bowmonts are a cross between Saxon Merino (75%) and Shetland (25%) with superfine fleece of 15-20 micron.

It was Lesley’s flock of Bowmonts that famously grazed Savile Row in central London during the Campaign for Wool first promotion in 2010.

Natural Selection

As well as the feature in Wonderland magazine, similar features with additional wool looks modelled by Holly Rose and Elliot are being highlighted in editions of Rollacoaster and Man About Town magazines, again in partnership with The Woolmark Company and The Campaign for Wool.

In Rollacoaster magazine, Holly features three looks, including:

  • Black wool double breasted jacket by Jaeger, and a grey wool ruffle skirt by Caroline Charles
  • Jacket by Barbour and Christopher Raeburn
  •  Black wool stretch dress by Pringle and scarf by Marks & Spencer.

Elliot features two looks, including:

  • Grey wool blend shirt by Jigsaw and grey cable knit jumper by Marks & Spencer
  • Mustard wool jumper by John Lewis, scarf by Marks & Spencer and beige wool trousers by DAKS.

In Man About Town magazine, Elliot features two looks including:

  • Navy wool coat by Gieves & Hawkes and a black wool turtleneck jumper by Jigsaw
  • Grey wool turtleneck jumper by Marks & Spencer.

The Campaign for Wool in the UK is part of a global endeavour initiated by its patron, His Royal Highness The Prince of Wales, to raise awareness amongst consumers about the unique, natural and sustainable benefits offered by wool.

Each year, The Campaign for Wool holds Wool Weeks in countries across the world during the autumn retail season. Featuring leading designers, retailers, celebrities – and lots of sheep – the Wool Weeks give hundreds of thousands of people the opportunity to get up close and personal with wool.

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