The Witchery White Shirt Campaign for 2012, an annual fundraising effort for the Ovarian Cancer Research Foundation (OCRF), is approaching.
On April 18, the range – 8 styles for women and 2 for the guys – will go live online and on May 1, it will be available in Witchery stores. The campaign culminates on May 19, White Shirt Day, where shoppers are encouraged to wear their Witchery white shirts to show their support for this notable cause.
The 2012 campaign includes an exclusive shirt designed in collaboration with Project D – the fashion label of dynamite duo Dannii Mingoue and Tabitha Somerset Webb.
This is the first year Project D has been involved in the campaign and the designers hope their white shirt becomes a winter staple in wardrobes across Australia and New Zealand. Featuring a ladylike tie-front, deep neckline and matte sequin shoulder accent, the Project D/Witchery white shirt exudes the classic cool of both brands.
“We hope our passionate Project D and Witchery customers will embrace our white shirt as a stylish wardrobe essential that – best of all – assists OCRF’s dedicated research team to take significant steps towards establishing a life-saving early detection test,” Dannii and Tabitha said of the vital campaign.
Another new initiative for the campaign is the inaugural Witchery Design Award in partnership with Whitehouse Institute of Design. Students at the prestigious Institute will compete to design a white shirt for the 2013 campaign. The winner of the Witchery White Shirt Design Award will not only have their design produced and sold as part of the campaign, but will also land a three month internship at Witchery and be flown to Paris for some style stimulus!
“Both Witchery and Whitehouse Institute of Design Australia students will value and benefit from the dynamic exchange of ideas and insight embracing ‘life changing fashion, fashion changing lives’”, said Witchery CEO Iain Nairn.
With celebrity ambassadors, Erika Heynatz, Didier Cohen and Alexandra Agoston, fronting the 2012 campaign, Witchery hopes to raise $1 million for the OCRF this year.
Since we all need a white shirt (or five) in our closets, why not make yours count? Fashion can change lives!
