Brands Giving Back

If you like your style with a side of philanthropy, check out the brands that are paying it forward.


Shirt for a cure - Witchery

Ovarian cancer claims the life of one woman every 10 hours in Australia. There is no early detection test and no cure. Set to celebrate its 10th year in 2018, Witchery’s White Shirt campaign has so far raised more than $10 million for the Ovarian Cancer Research Foundation. Buy a white shirt during the campaign and Witchery will donate everything bar the GST to help build a future free of ovarian cancer. “We all definitely feel a sense of pride selling theses shirts,” says Grand Central Witchery store manager Beth Burey. “Whether they know someone with the disease or not, the campaign really sparks something in our customers.”


Closing the loop - H&M

H&M launched its worldwide Garment Collecting initiative in 2013 and has so far collected more than 40,000 tonnes of clothing. Customers can bring unwanted garments, from any brand, in any condition, to any H&M store, all year round. H&M wants to ‘close the loop’ on fashion by giving customers an easy solution to hand in unwanted clothes to be reused or recycled rather than going to landfill. The idea is that you love your clothes for as long as possible, then take them to H&M when they need a new life. Find out more about the journey your old clothes take by watching the film clip, Bring It, on


Beauty goes vegan - Mecca Maxima

Glamour has finally caught up with ethics in the no-compromises vegan skin care from Mecca Maxima. The range combines slick packaging, serious natural science and straight-up, animal-loving sophistication. “Vegan beauty is on the uptrend,” says Mecca’s head of education, Jacob Stanley. What’s important to know is that a ‘cruelty-free’ stamp means a product is not tested on animals, but it could contain animal-derived ingredients. On the flipside, ‘vegan’ labels use no animal ingredients, yet the product could still be tested on animals. Mecca’s collection of vegan beauty products is both vegan and cruelty free. These legitimate vegan buys even exclude ‘no-harm’ ingredients such as beeswax or honey, and proteins or acids from milk. “The huge demand for vegan products means that brands have had to up their game,” says Jacob.


local fundraising - Blue illusion

Blue Illusion’s fundraising style workshops showcase the latest fashions and provide expert styling advice, making them the perfect way to see how pieces are put together to create a beautiful seasonal wardrobe. And they help to raise money for local charities, with up to 15 per cent of total event sales going towards supporting community causes. “At Blue Illusion, we pride ourselves on our commitment to social change,” says company CEO Donna Guest. “Our ambition is to make a difference to the health and happiness of communities around the world.” Recent initiatives include styling events for the Zonta Club of Toowoomba (working to advance the status of women), YWCA Queensland and the Queensland Country Women’s Association.


Designing change - mimco

The Ethical Fashion Initiative allows skilled artisans from marginalised communities to produce beautiful Mimco collections in return for a fair wage, giving them the power to change their lives and their communities. “The partnership between Mimco and the Ethical Fashion Initiative brings together design talent from around the globe,” says Ailsa Roe, head of design at Mimco. “Together we create something that can be enjoyed, and something that has the power to create change.”