Australian fashion retailer Witchery will partner for the 11th year with the Ovarian Cancer Research Foundation (OCRF) for the 2019 White Shirt Campaign.
For every shirt sold during the campaign, Witchery will donate 100% of the gross proceeds to the OCRF to fund vital research into developing an early detection test for ovarian cancer.
Witchery managing director Simon Schofield said the key focus for the ongoing campaign is to not only raise awareness but also help to develop this early detection test.
“Last year was our 10 year anniversary and obviously it really started to both raise awareness for ovarian cancer which gets a lot less profile than some of the other cancers that affect women.
“[It's] really to help raise much needed funds for the Ovarian Cancer Research Foundation to help them with their messages like trying to promote awareness but also trying to get a detector test.”
To date Witchery has raised over $12.1 million in donations for ovarian cancer research.
Last year it donated its highest ever donation of $1.7 million.
This year it will also continue its partnership with the Whitehouse Institute of Design where students can enter the Witchery White Shirt Design Award.
Schofield said the partnership with the design school was a great opportunity to nurture emerging talent, with the winner having their design sold as part of the range.
“We've worked with [Whitehouse] for a while and I think nurturing talent and creativity is always part of something that Witchery has done.
“So, it was quite a natural evolution to turn that into the Witchery White Shirt Design Award.
“It was launched in 2012 and we have been working with them ever since.
“We have the winning design produced and sold in stores every year.
“So, it's a great chance for us to nurture young talent and quite a few of the people who have either entered or gone on to win have done an internship with Witchery or gone, in fact, to work within the group.”
The campaign will run from April 10 until May 8.
The collection of eight white shirts will be available for purchase online and in stores across Australia and New Zealand.
Price points will range from $69.95 to $179.95.