When you think of iconic Australian fashion brands, Witchery likely comes to mind.
Witchery has long been known for modern fashion aimed at working women, also offering elevated everyday pieces that could be worn from day to night.
They've also done commendable work with the Ovarian Cancer Research Foundation through their white shirt campaign since 2018.
However, this week Witchery launched their "Bold Awakening" collection as part of a major brand refresh, moving away from their classic everyday basics and corporate wear.
This rebrand, led by a new creative director, is targeting women who want to feel "forever 30." However, the launch hasn't gone as smoothly as they might have hoped.
I've spoken to hundreds of women on social media about this rebrand — and not all of them are happy.
Watch: Inside My Wardrobe. Post continues below.
Many are upset that a brand they once cherished has shifted so drastically in its target market and now feel excluded and like their new pieces aren’t as wearable. Others appreciate the change, finding it more modern and contemporary.
One glaring issue with the new direction is the lack of diversity in their campaign imagery, as well as the imagery on their website.
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