Influential Australian icons front Witchery and Ovarian Cancer Research Foundation’s 17th Annual White Shirt Campaign via Smile Agency

Australian fashion retailer Witchery has launched its 17th annual White Shirt Campaign today, in support of the Ovarian Cancer Research Foundation (OCRF), featuring over 25 of the country’s most influential and emerging talent as ambassadors. This year’s iconic shirt has been designed in collaboration with renowned Australian design house Viktoria & Woods.

This year’s White Shirt Campaign, developed by Smile Agency, proudly features an inspiring collection of ambassadors including Actors Yael Stone, Kat Stewart, Claudia Karvan and Miah Madden, Olympians Jess and Noémie Fox, and Morgan Mitchell, Cook & Author Julia Busuttil Nishimura and Media Personalities Sarah Abo, Kylie Gillies, Melissa Leong, Georgie Tunny, and Lauren Phillips supporting the philanthropic fashion cause.

In addition, the 2025 ambassador lineup exemplifies the power of unity with fashion icons Montana Cox, Samantha Harris, Lindy Klim, Rozalia Russian, Annalise Dalins, Jessica Dover, Jesinta Franklin, Lana Wilkinson, and Nadia Bartel adding their star power to the campaign. Fashion personalities, Anna Heinrich, Eleanor Pendleton, Laura Henshaw, Olivia Rogers, Tessa James and Indy Clinton also front the campaign.

Also featured are OCRF ambassadors including OCRF-funded researcher, Professor Kristen Radford from Mater Research institute, Queensland, ovarian cancer survivors Lavania Parker and Jemima Leydon, as well as OCRF CEO Robin Penty.

The Witchery White Shirt Campaign has raised over $17 million for the OCRF – Australia’s leading independent funder of ovarian cancer research, since its inception in 2008. This year’s Witchery White Shirt was designed in partnership with Margie Woods, Founder & Creative Director of Viktoria & Woods.

With her signature style and brand as inspiration, Margie has designed a shirt inspired by the Viktoria & Woods Frequency Blazer, creating a timeless and versatile piece that fits true to size. The shirt features a forward-facing sleeve and removable tie and is crafted from 100% cotton.

For the first time in the campaign’s history, there is also a pair of white denim jeans that Margie has designed to be styled with the White Shirt for complete outfitting, with all gross proceeds going to the OCRF.

Woods has seen the first-hand impact of ovarian cancer following her mother’s diagnosis with the disease in 2023, and she was deeply moved by the chance to combine her love of fashion with a cause close to her heart.

“Partnering with Witchery and the OCRF was something I was deeply motivated to do, offering a chance to make a meaningful contribution to an industry I’m deeply passionate about. Fashion has always been my form of self-expression, and this collaboration provided an amazing opportunity to combine my love for design with the drive to give back and raise awareness for such a vital cause.” Woods said.

The campaign highlights the crucial need for more medical research investment to develop an early detection test and more targeted treatments for ovarian cancer. Ovarian cancer is the most lethal women’s cancer with a five-year survival rate that has barely changed in decades, languishing at under 50 per cent. Close to 1800 Australian women and girls will be diagnosed with the disease this year alone, and fewer than half will be alive in five years’ time. For too long, the disease has been overlooked and underfunded – something the White Shirt Campaign is helping change each year.

“The Witchery White Shirt Campaign continues to play a pivotal role in raising awareness and funds for ovarian cancer research. Every shirt purchased brings us one step closer to finding better treatments and, ultimately, a cure. We are deeply grateful for the ongoing support from Witchery and their community, and together, we can make a significant impact in the fight against ovarian cancer.” Robin Penty, CEO of the OCRF said.

Witchery’s Head of Marketing, Jennifer Petropoulos, said: “Ovarian cancer is the most lethal gynaecological cancer and yet it remains critically underfunded. Witchery has had a long and proud 17-year partnership with the OCRF and collectively, we aim to achieve a better outlook for Australian women via the proceeds from this campaign. We are thrilled with the incredible line up of iconic ambassadors supporting the 2025 Witchery White Shirt campaign and for shining a light on such a worthy cause.”

For every White Shirt and White Jean sold, 100% of gross proceeds will be donated to the OCRF to fund ovarian cancer research. The stylish and versatile designs are made to elevate every wearer’s wardrobe.

The 2025 Witchery White Shirt (RRP $129.00) and White Jean (RRP $179.00) will be available to purchase online via www.witchery.com.au and in-store throughout Australia and New Zealand from Tuesday 8 April.

The campaign will end on Thursday 8 May, which is both Witchery White Shirt Day and World Ovarian Cancer Day.

Proceeds from Witchery White Shirt and White Jean purchases contribute to invaluable ovarian cancer research projects and medical advancements that aim to improve outcomes and ultimately save lives.

Key statistics surrounding ovarian cancer:
Our hope is that every woman, everywhere can live free from the threat of ovarian cancer.
• Ovarian cancer is the most lethal gynaecological cancer – investing in research is the answer to increasing the survival rate.
• The current five-year survival rate for ovarian cancer is 49 per cent. Fewer than half of the women diagnosed with ovarian cancer today, will survive the next five years.
• An early detection test could help improve the survival rate to around 90 per cent. A pap smear or cervical screening test does not detect ovarian cancer.
• The harsh and limited treatment options offered to ovarian cancer patients today, have barely improved in decades. Developing more targeted treatments will help patients live longer, healthier lives.
• Ovarian cancer is a complex disease with more than 30 different subtypes making detection, prevention and treatment particularly challenging.
• Ovarian cancer can affect women, girls and people with ovaries at any age – around 40% of cases diagnosed in Australia are patients under 60 years old.
• Most (over 70%) patients are diagnosed with advanced stage ovarian cancer where survival rates are far lower, and the chance of recurrence is high.

The signs and symptoms of ovarian cancer are often vague or non-specific in the early stages, such as unexplained weight changes and appetite loss. Without an early detection test, this is one of the key reasons why ovarian cancer is often diagnosed in the advanced stages when the cancer has spread and is harder to treat (3 and 4).

Symptom awareness might lead to a quicker diagnosis. The most common symptoms and signs of ovarian cancer are:
• Persistent abdominal distension (often refer to this as bloating)
• Feeling full shortly after starting to eat and/or loss of appetite
• Pelvic or abdominal pain (which can feel like indigestion)
• Needing to urinate urgently or more often

Head of Marketing – Jennifer Petropoulos
Marketing & Campaign Manager – Stephanie Hyde
Creative Manager – Jennifer Crooks
Senior Graphic Designer – Emma Borlase
Graphic Design – Caitlin Tainton, Julia Gaeta
Styling Manager – Kate Gaskin
Styling – Bec Spoor, Bella Halil
Photographer – Georges Antoni
Motion Director – Ned Donohoe
DOP – Levin Mundinger
Makeup – Linda Jefferyes
Makeup – Kellie Stratton
Hair – Sophie Roberts
Hair – Michelle McQuillan
Producer – Brooke Smith
Creative Agency – Smile

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