Shopping For A Cause: Witchery’s White Shirt Campaign
Fashion is a powerful thing. Sometimes we forget this and dismiss it to be an unable industry to make a meaningful impact. To the contrary, it has more influence than some may think. Fashion can create movements, inspire, change and dramatically influence a person’s life. How? You ask…
Leading Australian fashion brand Witchery has launched their White Shirt Campaign for the 14th year this April. The initiative will see 100% of the proceeds from every white shirt sold online and in store go to the Ovarian Cancer Research Foundation (OCRF) in the hope of finding an early detection test.
The white shirt was chosen as it is seen as a representation of every woman; it demonstrates equality, with room for endless creativity. The fashion community has embraced this in more ways than one.
World-renowned models Valerija Erokhina, Cheyenne Tozzi, Jordan and Zac Stenmark, as well as blogging superstar Nicole Warne have donated their time to show support posing as the ambassadors this year, with the help of respected photographers, make-up artists and hair stylists.
CEO and Co-Founder of OCRF, Liz Heliotis told FashionFeeds this year would be “the most amazing white shirt campaign ever”. The brand aims to increase upon the previous years $1.15 million, bringing their donation since their launch in 2000 to over $5 million.
Stores across Australia and New Zealand are stocking nine specifically designed white shirts for both men and women. Jay Hensley, has her piece included in the collection after winning the White House Institute of Design’s 2013 White Shirt Design Award, which gives design students the privilege to be involved in this extraordinary initiative.
The campaign truly shows that no matter whom we are, or where we come from, we can all do our part to ‘Unite in white’. The timeless garment is something we should all have in our wardrobe; so don’t miss out to help find a cure.
This is one impulse buy that could save a life!
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By Amy Miller