SYDNEY, Oct. 22, 2026 /PRNewswire/ -- As consumers become more selective about what they wear, new Ipsos research commissioned by Woolmark across the United States, France, Germany, Italy and China reveals a growing preference for natural fibres.
On average across five markets, 82% of consumers prefer natural fibres over synthetics when price, style and fit are equal. Merino wool was preferred to polyester in every market surveyed, with 65% preferring Merino wool on average across five markets.
The findings point to a wider shift in fashion. Worldwide Google search interest in "Merino wool" has more than doubled over the past five years. On average across five markets, 67% of consumers say they would pay more for clothing made mainly from natural fibres.
"Consumers want to know what a garment is made from, what that means in everyday use and whether the claims can be trusted," said Woolmark Managing Director Bryan Fry. "That puts fibre, and the evidence behind it, back at the centre of the conversation."
On average across five markets, 71% of consumers consider independent certification or verification of fibre content and quality important.
For more than 60 years, Woolmark has supported research, testing, education and certification to provide evidence of wool's quality and performance.
Woolmark's new Natural Intelligence report explores Merino wool's thermal comfort, moisture and odour management, durability and next-to-skin comfort. It includes four-year research with North Carolina State University showing how 100% Merino wool base layers helped create a more stable next-to-skin microclimate during stop-start activity.
These insights underpin Return to Real, Woolmark's new global brand platform celebrating Merino wool's Natural Intelligence: performance refined by nature over thousands of years and understood through scientific research.
Launching internationally through out-of-home, digital media and creators, the campaign revisits Woolmark's 1960s belief that "you can't fake the real thing", with messages including "Not all intelligence is artificial" and "The original wearable tech".
"Technology moves quickly, but innovation does not always mean starting from scratch," said Fry. "Sometimes it means looking again at what nature has already worked out."
Source: Ipsos AWI Natural Fibre Perception Report. Online interviews with 300 respondents per market in China, France, Germany, Italy and the US, aged 18–65. Fieldwork: 7–8 September 2026.
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New research reveals growing consumer preference for natural fibres as Woolmark launches Return to Real
New Personalized Diploma Program builds on ISHCMC's academic legacy, offering greater choice for Grades 11 and 12 while retaining the full IB Diploma Programme.
HO CHI MINH CITY, Vietnam, Oct. 22, 2026 /PRNewswire/ -- The International School Ho Chi Minh City (ISHCMC) will introduce a new Personalized Diploma Program (PDP) from August 2027, expanding academic choices for students in Grades 11 and 12 alongside its established International Baccalaureate Diploma Programme (IBDP).
Building on a learning community shaped by generations of students, educators and families since 1993, the expanded model gives students more ways to shape their senior studies around their strengths, interests and future ambitions. Through a combination of academic choice and educator guidance, ISHCMC aims to help each student make informed decisions about their next steps while contributing to a community that continues to grow with every generation.
Different pathways. A future shaped over generations.
The full IBDP will remain an important part of ISHCMC's academic offering. The PDP provides an alternative for students seeking a different combination of subjects, bringing together individual IB Diploma courses, Advanced Placement (AP) courses and ISHCMC courses within a personalized program.
Both pathways lead to the ISHCMC High School Diploma, with additional qualifications available depending on the courses taken and assessments completed. Students completing the full IBDP may also earn the IB Diploma by meeting the International Baccalaureate's requirements. Students following the PDP may earn individual IB course and AP certificates, depending on their course choices and assessment results.
The expanded model recognizes that students may have different interests, strengths and intended university destinations. Rather than expecting every student to follow the same route, ISHCMC will support students in exploring the options available and building an academic program suited to their goals.
"At ISHCMC, every generation benefits from what those before them have built, while adding something of their own. Expanding our academic pathways is about giving students more ways to build on their strengths, pursue their ambitions and shape their futures, supported by the experience and community that have grown here over generations." Mr. Marco Longmore, Head of School.
Guidance that carries learning forward
Choosing a senior academic pathway is an important decision for students and their families. University requirements vary by country, institution and degree program, making informed subject selection an essential part of planning for life after school.
ISHCMC's High School and Future Pathways teams will work with students and families to explore course options, understand relevant university entry requirements and make considered decisions about their academic direction. Both pathways can support university applications, with eligibility depending on the qualifications completed and the requirements of each university and program.
The PDP is not intended to be a less demanding alternative to the full IBDP. It offers a different way to structure senior studies around individual goals and course choices, with the expectations and requirements of each course remaining central to the student's academic experience.
"Every student's next steps will look different, and our role is to help them understand what those steps require. By working closely with students and families, we can connect individual interests with informed academic choices, helping students approach their future plans with greater clarity and purpose." Mr. Kohulan Jeganathan, High School Principal.
The new model will begin in August 2027. Ahead of entry into Grades 11 and 12, ISHCMC will work with students and families to explain the available pathways, explore course options and support planning for the transition into senior school. Families can contact the ISHCMC High School and Future Pathways teams to discuss the options and relevant academic requirements.
About the International School Ho Chi Minh City
Established in 1993, the International School Ho Chi Minh City (ISHCMC) is a full-continuum IB international school in Ho Chi Minh City, Vietnam, offering education from Early Years through Grade 12. Its community brings together families from more than 60 nationalities.
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ISHCMC expands academic pathways, giving students more ways to shape their futures
ISHCMC expands academic pathways, giving students more ways to shape their futures
