Aussie fashion retailer Witchery slammed over major change to new range
Australian fashion brand Witchery has been criticised by customers after its rebranding and the launch of a new clothing line were deemed “not inclusive”.
The popular fashion label released the Bold Awakening collection on Tuesday and launched a new style, which was hailed as the “new Witchery look.”
But customers quickly noticed that the brand’s “fresh design direction” no longer includes size 20, or XXXL, in the new collection.
The brand had previously introduced size 20 clothing to its range, sparking outrage from customers who accused the brand of doing ‘the bare minimum for size inclusivity’.
The new collection, which mainly consists of a mix of black, white, camel and blue pieces, was designed by Kirby Hanrahan, Witchery’s new Head of Design.
On the brand’s website, Ms Hanrahan writes how she wants customers to feel empowered by the ‘perfect’ piece of clothing.
“We know how powerful fashion is and how the perfect piece of clothing can change your mood and confidence,” she said.
‘I hope our customers feel confident and I want our collections to empower them, whatever the day brings.
Australian fashion brand Witchery (pictured) has come under fire for not including a size 20 in their new collection
Customers were angry when they saw size 20 disappear from the brand’s latest clothing launch, criticizing the company for not being ‘inclusive’.
‘The new direction is coherent, cool and thoughtful, with a focus on excellent quality and design.’
However, many customers disagreed with the message of empowerment, as women who do not fit into the smaller sizes are now no longer allowed to wear the new collection.
“Not at all in line with their message of women empowerment,” one person wrote.
Angry customers also took to the company’s social media accounts, calling the new direction “boring” and a “step backward in representation.”
“It’s really embarrassing to be proud of making your clothes less accessible to people,” one person wrote.
“I thought your lack of diversity was bad enough and now you’ve announced you’re dropping size 20. Only offering size 18 is so boring. Grow up, Witchery,” said another.
April Hélène-Horton, body positivity and acceptance advocate and speaker known as The Bodzilla, described the size exclusion as disappointing.
Part of the new collection of which size 20 is excluded. The photo shows a model wearing the new series
I also wonder [why] “They would describe this bland campaign as ‘bold’ and a ‘new direction,’” she said.
‘I agree that it’s bold to change your brand from a brand that had the power to change mainstream womenswear in this country to what it is today.
‘The lack of diversity in sizing and skin tone, as well as the distinct absence of Witchery’s signature style, tells me that the brand is trying to reach a very specific type of customer, without taking into account existing fans of the brand.
“Or someone who isn’t a thin, white woman.”
The activist also criticized Witchery for not caring one bit about diversity, which she called “shameful.”
Daily Mail Australia has reached out to Witchery for comment.