Witchery’s new head of design Kirby Hanrahan has created two new styles for the fashion brand’s 16th annual White Shirt Campaign.
The White Shirt Campaign supports the Ovarian Cancer Research Foundation (OCRF) through fundraising via the sale of white shirts.
Hanrahan follows past creative talents selected to design white shirt styles for the campaign, including P.E Nation co-founder Pip Edwards last year, Michael Lo Sordo in 2022 and Toni Maticevski in 2021.
"We’re excited to present two new styles this year: both crafted from a heavy-weight 100% organic cotton poplin fabrication and designed to outlast trends and seasons,” Hanrahan said.
"The OCRF Cropped Shirt re-imagines the classic white shirt with a relaxed, cropped length, while the OCRF Oversized Shirt brings an effortlessly cool aesthetic with its high-low hem and oversized proportions."
The marketing campaign for this year’s lineup features 40 Australian women as ambassadors, the largest group of influential women supporting the cause.
This includes social media stars Millie Ford and Sammy Robinson, models Onella Muralidharan and Jamie Nguyen, and creator Sage Mellet.
Other new and returning ambassadors include Pip Edwards (pictured), Nadia Bartel, Rebecca Judd, Julie Bishop, Dami Im, Ellie Cole, Emma Watkins and Magnolia Maymuru (pictured).
To date, the Witchery White Shirt Campaign has raised over $16 million for the OCRF. This year also marks a 24-year long partnership between Witchery and OCRF.
“The White Shirt Campaign in partnership with Witchery provides invaluable hope, awareness, and vital funding to overcome ovarian cancer,” OCRF CEO Robin Penty said.
“We are proud to partner with Witchery and this iconic award-winning campaign to shine a spotlight on this disease and the critical research needed to enable better detection, treatment and survival.
“The statistics remain stark: The average survival rate of ovarian cancer is just 49%, highlighting the importance of accelerating medical research. We appreciate the support of everyone who buys a Witchery White Shirt, it helps to raise the profile of this insidious disease, as well as essential funds for research.”
Witchery head of marketing Jennifer Petropoulos said it is an honour to have an impact in the fight to end ovarian cancer. In September last year, research by the Ovarian Cancer Research Foundation (OCRF) progressed from the laboratory into the product development and commercialisation phase. This is a significant step in ovarian cancer diagnosis, with the launch of a new Cleo Triage Test.
“We are proud to see this year’s campaign come to life with the support of our biggest ambassador line-up to date, and welcome our next-generation of talent and rising stars to broaden the awareness of our campaign in the social media space,” Petropoulos said.
“Now in its 16th year, the White Shirt Campaign has raised $16 million for OCRF and throughout this journey, we have shared stories, heartbreak and most importantly, hope for those impacted by the disease. Our hope is that everyone, everywhere can live free from the threat of ovarian cancer.”
For every white shirt sold, 100 per cent of gross proceeds will be donated to the OCRF. It is available to shop online and in-store from today.
Witchery White Shirt Day and World Ovarian Cancer Day is on May 8, 2024, marking the conclusion of the campaign.