Getting attention in the crowded fashion space used to require elaborate stunts – think Coperni spraying Bella Hadid in paint – or runways in exclusive and exotic locations. Now, the stunt de jour seems to be hitting the “delete all” key on a brand’s Instagram, and letting the speculation begin. Last week, it was Australian brand Witchery’s turn to hit the reboot button on its 54-year history, promising an edgier look under a new head designer, but with still the same dependability its customers have grown to love (but had fallen out of love with recently; more on that later).
Two designs from Witchery’s new range, including a bubble skirt (right), which has drawn mixed reactions. But after scrubbing its Instagram profile last weekend and teasing the new look, the brand’s intended “soft” launch didn’t go entirely to plan. So what was the brand aiming to do? Are the clothes any good? Why has there been a backlash? And what is with that controversial bubble skirt? Why is Witchery trending? Witchery, which is known for its workwear and elevated basics, has spent the past year reassessing its “offering” – fashion speak for what it sells, and to whom.
Acting general manager Jennifer Petropoulos says that despite strong brand awareness, sales had softened. “We had quite outdated perceptions of our brand,” she says. “We were told we weren’t seen to be as edgy .
.. and progressive [as other brands, or as we used to be].
And we were more workwear-cen.
