In 2012, the day of the launch was marked by the release of the May issue of madison and with white shirts going on sale in Witchery stores nationwide.
100 per cent of the proceeds of white shirts purchased at Witchery went to the OCRF. There were 10 shirts in this capsule collection – eight styles for women and two for men. Limited Edition Silver Gifts were available with $5.00 from every item sold going directly to the OCRF.
The cover of madison’s May issue – featuring the white shirts – was displayed in Witchery stores around Australia.
The cover models were three women in there 20s, 30s and 40s (model-of-the-moment Jessica Gomes, industry stalwart Kirstie Penn and former supermodel Gail Elliott), each wearing a Witchery white shirt as part of madison’s age issue.
The issue also contained a six-page fashion editorial featuring 18 models in there 20s, 30s, and 40s – part of madison‘s age issue – wearing the range of White Shirts. Also featured were well-known models Rachel Rudd, Alexandra Agoston, Samantha Harris, Annalise Schubert and Erika Heynatz.
Visit www.witchery.com.au to buy a white shirt or contact us for further information.
2012 White Shirt Campaign Behind the scenes video
2012 White Shirt Campaign Creative