Fashion chain Witchery launched its 2012 White Shirt campaign this week, the fifth instalment since the brand started supporting the cause to raise funds and awareness for the Ovarian Cancer Research Foundation (OCRF).
The Witchery White Shirt campaign for OCRF, supported by Madison magazine, has been ongoing since 2008, and sees Witchery create a white shirt collection for sale with 100 per cent of the gross proceeds donated to OCRF.
This year the white shirt collection will comprise eight womens styles, priced from $79.95 up to $149.95, and two mens styles, which will retail from $39.95 to $79.95. Product will be sold online via Witchery's e-commerce platform from April 18 and will drop into Witchery stores across Australia and New Zealand from May 1.
The range, which will cater for women's sizes sizes from 6 to 14 and men's sizes in small, medium, large and extra large, will feature all white shirts with embellishments including contrast fabrications, a black studded collar on one, sequins on another and a complete lace cotton shirt.
This year, Witchery has also joined forces with acclaimed international fashion label Project D – designed by Dannii Minogue and Tabitha Somerset Webb – to create an exclusive shirt designed for Witchery by Project D. The shirt, crafted from cotton, silk and silk georgette with a tie-front accent and feminine deep neckline will retail for $149.95.
In addition to the White Shirt collection, Witchery has also produced a Silver Gift collection for men and women encompassing silver jewellery for women and a silver bow tie and tie for men.
The 2012 campaign, shot by photographer Simon Upton and styled by Witchery brand manager Barb Robison, will debut via Madison magazine in the May issue and will also feature in all store windows with CSA to appear nationally in April/May.
Social media will also form an integral part of this year's white shirt campaign, with Witchery to again activate its White Shirt Facebook page, launched last year, to create a conversation with customers about the campaign and encourage them to pledge their support by signing the Witchery whiteboard – an app embedded in its Facebook page.
Witchery chief executive Iain Nairn said the White Shirt campaign is an ongoing symbol of the retailer's support of OCRF and its work.
“Witchery’s ongoing commitment to OCRF has assisted the foundation to make significant inroads in the quest to develop an early detection test for ovarian cancer,” he said.
“Through Witchery’s long standing time campaign, the white shirt has become a powerful symbol for OCRF’s lifesaving goal. Witchery is very proud of the fundraising efforts of our customers and campaign supporters, and the profits raised by this year’s White Shirt campaign will help OCRF to continue to make advances in their medical research.”