Witchery is leaning into scale and influence for its 2026 White Shirt Campaign, announcing a 30-plus ambassador line-up.
Now in its 18th year, the campaign supports the Ovarian Cancer Research Foundation (OCRF), with the retailer having raised close to $18 million to date.
Fronting the campaign is actor Phoebe Tonkin, supported by a broad mix of television personalities, digital creators, models and athletes. The ambassador cohort includes names such as Abbey Gelmi, Anna Heinrich, Natalie Barr and Sarah Abo, alongside influencers including Ariana Tapsell, Indy Clinton, Lana Wilkinson and Nicole Warne.
The campaign is further bolstered by fashion industry figures and media voices including Eleanor Pendleton, Kate Waterhouse, Melissa Leong and Zara Wong, as well as models Samantha Harris and Bree McCann.
At the heart of the campaign are three OCRF ambassadors, including Vanja Wilson, Georgie Beck, and OCRF-funded researcher Dr Emma Bolderson from QUT, Queensland, with each sharing their stories. OCRF CEO Robin Penty also joins the mix.
Three new white shirt silhouettes will be worn by ambassadors across the campaign, all designed by St. Agni co-founder Lara Fells, a brand born in Byron Bay. The three styles include a Button Back Wrap Shirt, a Halter Shirt and a Longline Wrap Shirt.
Fells shared that designing the shirts for this year’s campaign was both a creative and deeply personal moment. Ovarian cancer impacts thousands of Australian women and girls each year.
Witchery’s White Shirt Campaign ultimately calls for more research funding to develop early detection tests and more effective treatments for ovarian cancer. Ovarian cancer remains the most lethal gynaecological cancer, with survival rates that remain below 50 per cent, trailing well behind many other cancers.
“It is hard to overstate the power and the impact The Witchery White Shirt Campaign continues to have,” OCRF CEO Robin Penty said.
“For 18 years, the campaign has played a fundamental role in driving awareness and raising critical funds for ovarian cancer research. Every year builds on the success of the last. Investing in medical research means you are in it for the long game and Witchery, along with the amazing ambassadors who show up for us every year, and every person who buys a shirt, are walking the road alongside us.”
Penty added that the have been some major progress made in recent years, with more expected to come. Five OCRF-funded projects are now in clinical trials.
“That sort of progress is only possible with sustained support,” Penty added. “Each White Shirt purchased enables the research needed to develop earlier detection methods and more effective treatments.”
For every White Shirt sold, Witchery will donate 100 per cent of gross proceeds to the OCRF.
All shirts will be available to purchase in Witchery stores, via its Australian website and in selected David Jones and Myer concessions across Australia and New Zealand.
The campaign will culminate with Witchery White Shirt Day and World Ovarian Cancer Day on Friday 8 May.
Witchery head of marketing Jennifer Petropoulos said it was an honour to collaborate with Fells and the St. Agni team to continue its battle to end ovarian cancer deaths.
“While important progress has been made, ovarian cancer remains one of the most challenging diseases to detect and treat,” Petropoulos said. “That’s why initiatives like this are critical in driving meaningful change.
“We are incredibly proud to have raised almost $18 million for the OCRF. Proceeds from the Witchery White Shirt have supported more than 60 research projects, as we continue to work towards earlier detection and more effective treatments for this devastating disease.
“We share the OCRF’s vision for a future where ovarian cancer is no longer a silent killer.”