Anyone who’s ever pulled a shrunken sweater out of the dryer knows that wool needs to be cared for properly. But wool’s reputation for being finicky is overblown—and exacerbated by the fast fashion craze that emphasizes low costs, rough handling and careless storage.
A quirky new campaign from Woolmark, a nonprofit that promotes Australian wool, features actor Anjelica Huston as a wool care guru who fields worried queries from clothing owners dealing with stains, splashed wine and pilling. Intrepid assistant Frances presents the problem, which is quickly solved, before Huston begins psychoanalyzing the wearer to glean intimate, cutting insights about the real problems that afflict them.
The spots from agency Born & Raised let Huston shine as a comically single-minded expert who knows as much about the human condition as she does about the condition of woolen garments. Perpetual overthinker Frances is the audience stand-in, breaking down bad advice and misconceptions about wool.
In this world, no spill is as simple as it seems. Well, the care instructions Huston levies are simple, but she sees deep-seated issues in each letter writer. What is it about men who wear wool that makes them care more about their clothes than their companions?
The campaign is part of a new push to reach younger and more environmentally conscious consumers who are concerned about the microplastics shed by synthetic clothing and the carbon footprint of pieces that only last a few years before falling apart.