Australian fashion retailer Witchery has launched its latest brand campaign, ‘Style Authority’, tapping Australian actress and director Phoebe Tonkin to lead.
The campaign film interviews Tonkin on what it means to be a style authority, promoting her own influential and personal style. Assets will feature across online video, social, out of home and through Witchery’s owned digital channels and in-store.
The campaign is presented in three chapters and spruiks a wardrobe edit that Witchery describes as sharp tailoring, elevated essentials and “striking occasion pieces”. Witchery’s latest collection covers structured monochromatic dresses, relaxed denim and fluid tops, polka dot halternecks and blazers and short pairings.
The core edit range covers 14 pieces, which also includes earrings and heels.
“Our 2025 Style Authority campaign with Phoebe Tonkin celebrates the essence of Witchery: modern, versatile and always wearable,” Witchery general manager Lucy Nutter said.
“This partnership reinforces our commitment to delivering collections that are timeless yet contemporary, designed to inspire women to express their personal style with confidence. Phoebe brings not only her remarkable talent, but also her incredible fashion and style.”
Tonkin rose to fame in the television series H20: Just Add Water before going on to star in The Vampire Diaries.
Witchery head of marketing Jennifer Petropoulos added that the Style Authority initiative has become a defining moment for Witchery each year, which she said celebrates women who embody confidence, creativity and influence.
“Launching with a socially led campaign, the creative seeks to explore what it means to be a Style Authority.”
Witchery is part of the Country Road Group, which is owned by Woolworths Holdings Limited in South Africa. The brand’s headquarters are in Melbourne.
The brand manages 139 locations across Australia and New Zealand, which includes standalone boutiques, concession stores and outlets.