In 2013 Witchery launched the White Shirt Campaign supporting the Ovarian Cancer Research Foundation(OCRF) to fund research into early detection, treatment, and support. The unique feature of this empowering campaign is that 100% of total proceeds go to the OCRF in support of this vital research. The annual Witchery White Shirt capsule collection, available both online and in store, was comprised of two shirts for men, and seven for women.
The annual life changing fasion, fashion changing lives campaign in 2013 was a collaboration with the stylish glossy magazine partner madison, which featured model-of-the-moment Rose Smith as the cover-girl, looking beautiful in a Witchery white shirt in support of ovarian cancer. Her appearance on the cover was a prelude to the high-fashion 10-page gallery inside which featured over 15 of our greatest fashion, television and music stars dressed in an iconic crisp white shirt pared back with international designer brands.
Among the celebrities who feature in the gallery are madison’s favourite Australian models (Jessica Gomes, Samantha Harris, Alexandra Agoston, Kirstie Penn, Sarah Stephens and more), television personalities as well as Sonia Kruger, David Campbell, Carrie Bickmore, Charlie Pickering, Firass Dirani and musicians Sarah Blasko and Samantha Jade.
2013 White Shirt Campaign Behind the scenes video
2013 White Shirt Campaign Creative