Hot on the fashion front is that The Woolmark Company has roped in accomplished actor Shravan Reddy as it latest ambassador for Australian wool in India. This was announced at India Fashion Forum 2017 at the Renaissance. Reddy’s strong fan and digital following in conjunction with his youth appeal led to his selection. An exciting new digital campaign has already kicked off, with conversations trending with fans from across the world daring the actor to perform a series of fitness challenges, dressed top-to-toe in activewear made of Merino wool. An advocate for sustainable fashion, the company is a befitting representation of the striving wool growers that form the very core of this iconic brand. And it is felt that Shravan Reddy personifies the brand’s appeal and the company is confident that he will be relevant to its target market. And looking happy indeed was Arti Gudal, The Woolmark Company Country Manager India.