Following the enormously successful 'Every Cloud' diary and exclusive silver gift range of 2007, Witchery has today announced its next major fundraising initiative for ovarian cancer, the White Shirt Campaign.
Inspired by the classic elegance of a white shirt, Witchery has created five beautifully crafted white tops that will be sold instore, with 100 per cent of funds going directly to the Ovarian Cancer Research Foundation (OCRF).
Destined to be the must have item for this summer, the white shirts take their queues from this season's hottest trends with inclusions such as a classic oversized boyfriend shirt ($99.95), through to a delicate silk-satin ruffle sleeve blouse ($149.95).
The exclusive limited edition collection is completed with a tuxedo vest ($149.95), pretty asymmetrical silk jersey ruffled top ($109.95) and a sexy take on the classic tank, with silk voile pleat front ($89.95).
From August 2007 until June 2008, Witchery raised over $330,000 for ovarian cancer research through the 'Every Cloud' campaign and it wants to raise the bar further. As part of the launch of the White Shirt Campaign, Witchery CEO, Mr Iain Nairn, announced that the popular brand is aiming to raise over $500,000 through this initiative.
"We are very serious about our partnership with the OCRF. As yet, there is still no early detection test for ovarian cancer and as a female-focused company, we would like to change this alarming fact. We have supported the OCRF for the past seven years, but this White Shirt Campaign will be our most significant effort to date," said Mr Nairn.
The funds raised will go towards the OCRF's goal to develop and implement an early detection test that ultimately becomes as readily available and habitual as a pap smear or breast mammography in every woman's regular medical.
Currently, there is no early detection method and there has been limited development in the area of ovarian cancer in the past decade. Most women diagnosed with ovarian cancer are already in the advance stages of the disease, which is a direct result of late diagnosis. One Australian woman dies every ten hours from ovarian cancer.
"The foundation is very proud of the ongoing partnership with iconic Australian fashion brand Witchery. Their latest initiative, the limited edition White Shirt Campaign, is not only beautiful, but helps to raise the profile of this insidious illness. Ovarian cancer is a silent disease, however it is the fourth most serious cancer affecting women," said Ms Liz Heliotis, CEO and cofounder of the Ovarian Cancer Research Foundation. "We know that Witchery, through their empowering White Shirt Campaign, will once again be able to further our research endeavours for early detection of this dreadful disease. We thank Witchery for their inspiring commitment to global women's health."
The limited edition shirts will go on sale at Witchery from 13th October 2008.