Australian fashion label Witchery slammed for new collection and rebrand

A household name in Australian fashion has been slammed by “disappointed” customers and told to “grow up” after launching their new clothing line.

Aussies are disappointed Witchery’s new range only goes to size 18.

A household name in Australian fashion has been slammed by “disappointed” customers and told to “grow up” after launching their new clothing line.

Witchery is being criticised online after the official drop of their Bold Awakening collection and rebrand on Tuesday.

The Australian brand – which is owned by the Country Road Clothing parent company, has described the “new look Witchery” as a “fresh design direction.”

However the leading clothing retailer has been scrutinised by customers on social media for not offering ‘Size 20’ or XXXL in the new line – which they have catered for previously, and “doing the bare minimum for size inclusivity.”

“It’s genuinely so embarrassing to be proud that you’ve made your clothing less accessible for people,” Steph Briese wrote on Witchery’s Instagram page on Tuesday.

“I thought your lack of diversity was bad enough and now you’ve announced dropping size 20. Only offering up to a size 18 is so boring. Grow up Witchery,” user Soph Lewis commented also.

Australian fashion label Witchery has been slammed by customers for not offering ‘Size 20’ or XXXL for their new rebranded line - a size which they have offered previously. Picture: Witchery

There has been backlash to the new range. Picture: Instagram

The comments are among thousands written by outraged consumers on the brand’s social media pages, describing the rebrand as a “backwards step in representation.”

“Not in line with their message of empowering women at all,” Anetta Vergotis commented on a post advertising the new range.

Other fashion fanatics have gone as far to film and upload videos of themselves personally addressing the brand, calling for the size to be reintroduced and “plus – sized” models to be featured in advertising.

“Your curvy, midsize, plus size friends have been left out once again,” TikToker Nicole Bridget said in a TikTok video captioned “Witchery’s rebrand is a joke”.

“Not only have they (Witchery) not listened to their customers, they have dropped size 20.”

Body positivity and acceptance advocate and speaker April Hélène-Horton – known as The Bodzilla, said as a prior customer, she is “disappointed” Witchery have chosen to exclude size 20 from their line.

“I also wonder that they would characterise this lacklustre campaign as ‘bold’ and a ‘new direction’,” she said.

Some of the comments on Instagram.

Not everyone was happy.

“I agree it’s bold to take your brand from being one that had the power to change the game for mainstream women’s fashion in this country to whatever this is.

“The lack of size and skin colour diversity as well as the distinct absence of Witchery’s signature style tells me that the brand is looking to capture a very specific sort of customer with no regard for existing lovers of their brand – or anyone who’s not a slim, white woman.

“It’s 2024 – a large brand launching a campaign like this, while smaller brands with curve sizes and diverse models continue to push forward in a volatile economic climate, tells me that at the core of their business, Witchery doesn’t give a f**k about diversity. Embarrassing.”

The new seasonal line was created by newly appointed Head of Design, Kirby Hanrahan and features dresses, coats, jackets, knitwear and pants and according to the website, each available item is only offered up to size 18.

“Our collections mix directional pieces with beautiful basics, enhanced by fashion-forward details and accessories,” Ms Hanrahan wrote on the website.

“The new direction is cohesive, cool and considered, with a focus on outstanding quality and design.”

“We know the power of fashion and how the perfect piece can transform your mood and confidence. I hope our customers feel the most confident versions of themselves and I want our collections to empower them no matter what their day brings.”

The Daily Telegraph has contacted Witchery for comment.