ELSA HOSK X WITCHERY: THE LATEST CHAPTER IN THE BRAND'S REINVENTION

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From Lara Worthington to Dani Michelle and now Elsa Hosk, Witchery's recent collaborations are changing how a new generation of Australian shoppers sees the brand.

For years, Witchery was an established name in Australian fashion, known for its contemporary workwear, occasion dressing and wardrobe staples. But following its 2024 rebrand, the retailer has been working to establish a new visual identity and appeal to a changing customer.

Now, with Elsa Hosk entering the picture, there's a broader conversation to be had about how the brand is positioning itself and whether a younger generation is beginning to see Witchery differently.

The Australian retailer has announced The Elsa Hosk Edit, a selection of 25 pieces curated with the Swedish model and founder of fashion label Helsa. Scheduled to launch on 20 October, the edit follows recent collaborations with Australian model Lara Worthington and Los Angeles based celebrity stylist Dani Michelle, continuing a series of partnerships that have brought a new perspective to Witchery's collections.

All Images Via Witchery.com.au

For a retailer once associated primarily with polished workwear and dependable wardrobe essentials, the choice of collaborators reflects a deliberate change in direction. Each woman has developed a recognisable personal style, and their involvement places Witchery in front of audiences who may not have previously considered the brand.

A New Look for a Familiar Name

Witchery's Bold Awakening rebrand in July 2024 introduced a refreshed identity, contemporary silhouettes and a stronger fashion focus across its collections and campaigns. The relaunch also attracted criticism, particularly surrounding changes to its size range and campaign imagery, with some longstanding customers questioning whether the new direction still represented them.

Nearly two years on, the retailer's changing image is becoming apparent in conversations among some younger shoppers. Women who once overlooked Witchery are returning to its stores, while others are discovering the brand for the first time. In conversations I've had recently, the same observations have come up repeatedly. The clothes feel different, the styling has improved, and Witchery is becoming a name worth considering again.

While these conversations don't establish a broader demographic shift, they reflect a change in how some consumers are responding to the brand. Witchery is no longer being considered solely for its traditional wardrobe staples, but increasingly for pieces that sit alongside the contemporary labels already occupying younger women's wardrobes.

Its recent collaborations have contributed to that change in perception.

In March, Witchery introduced a collection with Lara Worthington, whose understated approach to dressing has made her a longstanding reference point in Australian fashion. The collection comprised 28 ready to wear pieces and three footwear styles, focusing on tailoring, outerwear and versatile wardrobe essentials that reflected the simplicity and practicality associated with Worthington's personal style.

All Images Via Witchery.com.au

September brought The Dani Michelle Edit, a selection of 23 pieces curated by the Los Angeles based stylist behind the wardrobes of Kendall Jenner and Hailey Bieber. Michelle's influence in contemporary celebrity fashion offered Witchery a connection to an international audience familiar with the tailoring, proportions and styling that have become signatures of her work.

All Images Via Witchery.com.au

Elsa Hosk now joins that lineup. Beyond her modelling career, Hosk has developed a devoted following for her wardrobe, which combines Scandinavian influences, vintage references and contemporary tailoring. Her fashion label, Helsa, has further established her creative identity, making her a fitting choice for a retailer placing greater emphasis on personal style.

Unlike a traditional designer collaboration, The Elsa Hosk Edit is a curated selection, drawing on the model's approach to dressing rather than introducing an entirely new collection under her name. The partnership brings her fashion perspective to Witchery's existing offering, allowing consumers to engage with the clothes through a wardrobe they already admire.

The Women Behind Witchery's New Direction

There is a consistency in Witchery's choice of collaborators. Worthington, Michelle and Hosk each represent a different corner of contemporary fashion, yet all three are recognised for their approach to personal style rather than celebrity alone.

Worthington brings an established Australian fashion identity, Michelle the influence of international celebrity styling, and Hosk a wardrobe followed closely by fashion audiences around the world. Their involvement introduces Witchery to consumers through women whose taste already carries influence.

Fashion collaborations are not new territory for the retailer, which has previously worked with Australian designers including Kym Ellery and Kit Willow. Former managing director Simon Schofield has also spoken about the role collaborations can play in introducing Witchery to younger shoppers who may not have considered the brand before.

The recent partnerships appear to build on that approach, with the emphasis shifting towards figures whose wardrobes are widely followed across social media and fashion publications. For a younger customer who may have previously associated Witchery with an older demographic, seeing its clothing curated by Hosk or styled through Michelle's perspective offers a different introduction to the retailer.

The strategy also reflects the way personal style influences shopping decisions. Consumers are not simply looking at individual garments, but at how the women they follow wear them. By bringing these fashion figures into its collections, Witchery is presenting familiar wardrobe pieces in a context that feels more closely connected to contemporary fashion.

Attracting attention through a campaign and retaining a customer are two different things. The success of Witchery's new direction will ultimately depend on the collections themselves, their quality and whether the retailer can maintain the interest of both new and longstanding shoppers.

For now, the conversations surrounding Witchery suggest that its changing image is being noticed. With Lara Worthington, Dani Michelle and Elsa Hosk contributing to its recent direction, the retailer is presenting a different version of a brand Australians have known for decades.

For a growing number of women who had stopped considering Witchery, there appears to be a reason to look again.

With love (and frankness),

Bea x