Witchery has partnered with Swedish model and Helsa Studio founder Elsa Hosk on a 25-piece edit, as the Country Road Group-owned brand looks to build its profile offshore following its US launch on Nordstrom.com.
The Elsa Hosk Edit, selected by Hosk from Witchery’s existing range, is now available in Witchery, Myer and David Jones stores, and online through Witchery, Myer, David Jones and The Iconic.
“This is an exciting moment for Witchery as we build the next chapter of the brand and expand our reach internationally,” Witchery managing director Lucy Nutter said.
“Following our launch in the US on Nordstrom.com, the Elsa Hosk Edit gives us an opportunity to introduce Witchery to new customers through one of fashion’s most globally recognised names.”
Nutter described the collaboration as an important step in growing the brand beyond Australia. The edit lands less than a week after Witchery launched on Nordstrom.com with a curated range of more than 100 styles, following a Dani Michelle edit in September.
The Elsa Hosk Edit pairs jersey and linen basics with trend-led pieces including Bermuda shorts, cargos and lace sets, in a neutral palette. The accompanying campaign was shot in Los Angeles, where Hosk is based.
“I curated the edit with my own personal style in mind, and I wanted it to feel easy and effortless, but with a twist,” Hosk said.
Witchery general manager of marketing Jennifer Petropoulos said Hosk’s global influence and credibility made her a natural fit for the brand, which positions itself as the “Style Authority”.
“She has an incredible ability to make fashion feel both aspirational and wearable, and her influence on modern style is undeniable,” Petropoulos said.
“That combination of instinct, credibility and global influence makes her a natural partner for Witchery as the Style Authority, and we’re proud to bring her edit to our customer.”
Hosk has worked across runway, campaign and editorial, and founded her own label, Helsa Studio.
According to Hosk, every woman needs somewhere to go for perfect pieces that integrate into her wardrobe. “That’s what I wanted this edit to be,” she said. “It’s a wardrobe I would genuinely live in, and I want women to feel like themselves in it: comfortable and confident.”
Witchery sits within Country Road Group alongside Country Road, Trenery, Mimco and Politix.