n March 2026, the Vanessa Bell knitwear collection was officially launched at Emu Creek, a working Merino property in Walcha, New South Wales.
Rather than a traditional showroom setting, the launch took place inside the property’s original shearing shed, bringing together media, industry leaders and regional community to explore a simple but powerful idea:
That true luxury begins at the source.
An industry moment, grounded in place
The Emu Creek Long Lunch was designed as more than a product launch.
Guests gathered inside the shearing shed, surrounded by the tools, textures and environment where wool begins its journey. Conversations centred on fibre, fashion and the role of natural materials in the future of luxury.
It was a deliberate shift away from abstraction.
When people stand in the place where wool is shorn and hold the fibre in their hands, the connection between agriculture, material and garment becomes immediate.
Reconnecting fibre to fashion
For decades, the fashion industry prioritised speed and cost, accelerating the rise of synthetic materials.
Today, that is changing.
Consumers, media and industry are asking deeper questions:
- where materials come from
- how they are produced
- what sustainability means in practice
Merino wool offers a clear response.
It is:
- natural
- renewable
- biodegradable
- high-performing
Through the Vanessa Bell brand, the intention is to keep Merino wool front of mind and reconnect fashion with its agricultural origins.
Industry recognition and context
The launch was later featured in the Australian Wool Innovation Woolgrower Newsletter (March 2026), highlighting the significance of bringing fashion, media and industry together at the point of fibre origin.
You can read the Woolmark article here.
The coverage reinforced a broader industry shift toward provenance, traceability and trust, and the growing importance of connecting fibre directly to the finished garment.
Why the setting matters
Few fibres can tell their story as clearly as wool.
A sheep in a paddock. A fleece shorn in a shed. A fibre that moves through spinning, knitting and into garment.
At Emu Creek, that journey was not explained, it was experienced.
This clarity is increasingly important in a global market where sustainability claims are often difficult to verify.
From Emu Creek to Italy
The launch collection features knitwear, scarves and tabards crafted from 100% Australian Merino wool.
The pieces are:
- spun in Italy by Tollegno 1900 and Lanecardate
- knitted by Maglificio Pini
- certified by Woolmark
- supported by Responsible Wool Standard (RWS) supply partners
This pairing of Australian fibre and Italian craftsmanship reflects a commitment to both provenance and excellence in making.
You can view the Vanessa Bell Collection here.
A growing shift within the industry
The event also reflects a broader shift within the wool industry.
Woolgrowers are increasingly engaging more directly with brands, designers and consumers, creating a clearer line between land and garment.
This connection allows the story of wool to be told with authenticity, linking landscape, fibre and finished product in a way that resonates with modern consumers.
A personal milestone
While the launch carried industry significance, it was also deeply personal.
Bringing people together at Emu Creek, surrounded by the land and community that underpin the work, reinforced the purpose behind the brand.
Media coverage from Seven Network New England and regional publications, alongside strong engagement across industry channels, reflected the growing appetite for this conversation.
Looking forward
Future collections will aim to incorporate wool grown at Emu Creek, creating a fully traceable pathway from farm to finished garment.
The ambition remains clear:
To strengthen the connection between fibre, land and fashion, and to position Merino wool at the centre of modern luxury.
The Emu Creek Long Lunch was a reminder of something simple, yet often overlooked:
Fashion often begins its storytelling at the finished garment.
True luxury begins much earlier.
Luxury begins at the source.