Aussie fashion retailer Witchery slammed over major change to new range

Australian fashion brand Witchery has been slammed by customers after its rebranding and new clothing line launch was seen as 'non-inclusive'.

The popular fashion label released its Bold Awakening collection and launched the company rebrand hailed as the 'new look Witchery' on Tuesday.

But customers were quick to notice the label's 'fresh design direction' now excludes size 20, or XXXL in the new collection.

The brand has included size 20 clothes in their previous ranges, sparking outrage from shoppers who accused the brand of 'doing the bare minimum for size inclusivity'.

The new collection, which is mostly a mix of black, white, camel and blue pieces, was designed by Witchery's new Head of Design Kirby Hanrahan, reported The Daily Telegraph.

On the label's website, Ms Hanrahan writes about how she wants customers to feel empowered by the 'perfect' item of clothing.

'We know the power of fashion and how the perfect piece can transform your mood and confidence,' she said.

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

But many customers disagreed with the message of empowerment when women who don't fit the smaller sizes are now excluded from wearing the new range.

'Not in line with their message of empowering women at all,' one wrote. 

Angry customers also commented on the company's social media accounts to label the new direction was 'boring' and a 'backwards step in representation'.

'It’s genuinely so embarrassing to be proud that you’ve made your clothing less accessible for people,' one wrote.

'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,' another said. 

Body positivity and acceptance advocate and speaker April Hélène-Horton, who goes by the name The Bodzilla described the size exclusion as disappointing.

'I also wonder [why] they would characterise this lacklustre campaign as ‘bold’ and a ‘new direction’,' she said.

'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.'

The advocate also blasted Witchery for not giving a 'f**k about diversity' which she labelled 'embarrassing'. 

Daily Mail Australia has contacted Witchery for comment.