Australian fashion brand Witchery has come under fire from customers after its rebrand and launch of a new clothing line were seen as “non-inclusive”.
The popular fashion brand launched its Bold Awakening collection and launched the company’s rebrand hailed as ‘new look Witchery’ on Tuesday.
But customers quickly noticed that the brand’s “new design direction” now excludes size 20 or XXXL in the new collection.
The brand has included size 20 garments in its previous ranges, sparking outrage from shoppers who accused the brand of “doing the bare minimum for size inclusivity”.
The new collection, which is primarily a mix of black, white, camel and blue pieces, was designed by Witchery’s new head of design, Kirby Hanrahan, the statement said. The Daily Telegraph.
On the brand’s website, Ms. Hanrahan writes about how she wants customers to feel empowered by the “perfect” piece of clothing.
“We know the power of fashion and how the perfect piece can transform your mood and your confidence,” she said.
‘I hope our customers feel like the most confident versions of themselves and I want our collections to empower them no matter what the day brings.
Australian fashion brand Witchery (pictured) has come under fire for failing to include a size 20 in its new collection.
Customers were upset to see size 20 removed from the brand’s latest clothing launch and criticised the company for not being “inclusive”.
‘The new direction is cohesive, modern and considered, with a focus on exceptional quality and design.’
But many customers took issue with the empowering message as women who don’t fit into smaller sizes are now excluded from wearing the new range.
“This is not at all in line with your message of women empowerment,” wrote one.
Angry customers also commented on the company’s social media accounts that the new direction was “boring” and a “step backwards in representation.”
“It’s really embarrassing to feel proud that you’ve made your clothes less accessible to people,” wrote one.
“I thought their lack of diversity was pretty bad and now they’ve announced they’re no longer offering size 20. Only offering up to size 18 is so boring. Grow up, Witchery,” said another.
April Hélène-Horton, a body acceptance and positivity advocate and speaker known as The Bodzilla, described size exclusion as disappointing.
Part of the new collection which has excluded size 20. In the image, a model shows off the new range.
“I also wonder why they would characterize this lackluster campaign as ‘bold’ and a ‘new direction,'” he said.
‘I agree that it’s bold to take your brand from being one that had the power to change the game of mainstream women’s fashion in this country to whatever this is.
‘The lack of diversity in sizes and skin tones, as well as the distinct absence of Witchery’s signature style, tells me that the brand is looking to capture a very specific type of customer without taking into account existing lovers of their brand.
“Or anyone who isn’t a thin white woman.”
The advocate also criticised Witchery for not giving a “shit” about diversity, which she called “shameful”.
Daily Mail Australia has contacted Witchery for comment.
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