Australian fashion brand Witchery has announced the launch of its 2011 White Shirt Campaign.
   For the past three years, Witchery has worked together with Madison magazine, the Ovarian Cancer Research Foundation (OCRF), and other OCRF partners to raise funds and awareness for the Foundation. So far it has been a highly successful movement, raising over A$2 million from the generous support of customers. These funds go directly to advancing vital research into an early detection test, as in Australia alone, one woman dies of ovarian cancer every ten hours due to late diagnosis.
   Liz Heliotis, OCRF CEO, is thrilled to see the White Shirt Campaign continue in the hope to ‘change this devastating statistic.’
   A limited-edition collection of three white men’s shirts and seven white women’s shirts, along with a classic tote bag for women, is now available in Witchery stores across Australia and New Zealand and online at witchery.com.au. All proceeds from the sales of this capsule collection goes directly to the OCRF.
   Alongside this, Witchery has also produced its signature Silver Gift collection to complement the White Shirt collection. Every A$5 from the sale of each piece is donated directly to the OCRF, making the collection a beautiful gift to share.
   Iain Nairn, Witchery CEO, says, ‘Everyone at Witchery is passionate about contributing to this worthy cause.’ This year they will also be receiving support from well-known ambassadors, including model Pania Rose (above), Olympic swimming legend Michael Klim, celebrity chef Justin North, and other celebrity talents.
   On May 19, Australians will be invited to show their commitment in the fight against ovarian cancer by wearing a white shirt and asking people to ‘wear it their way with a touch of silver’ (the colour synonymous with the OCRF).