Actress Phoebe Tonkin stars in Witchery’s 2025 Style Authority campaign

Fashion retailer Witchery has unveiled a campaign celebrating on-trend, wearable fashion and personal style with actress Phoebe Tonkin.

The announcement:

Major Australian fashion retailer Witchery has launched its latest brand campaign, Style Authority featuring actress, director and global style icon Phoebe Tonkin.

Witchery is the Style Authority, a daily source of inspiration delivering on-trend pieces that capture fashion’s latest mood. The campaign film interviews Phoebe on what it means to be a Style Authority, celebrating her own influential and personal style.

With a celebrated career across film and television, and an enduring presence in fashion and advocacy, Tonkin embodies the essence of Witchery: sophisticated, contemporary and unstoppable.

Presented in three chapters, the campaign offers a refined wardrobe edit: sharp tailoring, elevated essentials and striking occasion pieces. Phoebe embodies the collection in looks that balance aspiration with wearability, including: structured monochromatic dresses, relaxed denim with fluid tops, feminine polka-dot halternecks, and modern blazer-and-short pairings.

Designed to move seamlessly through every moment, the campaign reflects life’s complexity and creative confidence of contemporary women. A testament to Witchery’s enduring design philosophy, these pieces transcend trends, carrying women with ease from day to night, and season to season.

The campaign will feature via online video, social, OOH, Witchery’s owned digital channels and in-store.

“Our 2025 Style Authority campaign with Phoebe Tonkin celebrates the essence of Witchery: modern, versatile and always wearable. This partnership reinforces our commitment to delivering collections that are timeless yet contemporary, designed to inspire women to express their personal style with confidence. Phoebe brings not only her remarkable talent, but also her incredible fashion and style.” — Lucy Nutter, general manager, Witchery

The Style Authority initiative has become a defining annual moment for Witchery, aligning the brand with inspiring Australian women who reflect its values. The campaign with Phoebe underscores Witchery’s commitment to creating collections that are both timeless and contemporary, inspiring women to express their personal style every day.

“We are thrilled to welcome Phoebe Tonkin as our 2025 Style Authority. The initiative has become a defining moment for Witchery each year, celebrating women who embody confidence, creativity and influence. Launching with a socially led campaign, the creative seeks to explore what it means to be a Style Authority.” — Jennifer Petropoulos, head of marketing, Witchery

Campaign credits:
General Manager – Lucy Nutter
Head of Marketing – Jennifer Petropoulos
Head of Design – Kirby Hanrahan
Marketing & Campaign Manager – Stephanie Hyde
Creative Manager – Jennifer Crooks
Senior Graphic Designer – Emma Borlase
Styling – Kate Gaskin, Bec Spoor
Photographer – Georges Antoni
Motion Director – Ribal Hosn
Makeup – Victoria Baron
Hair – Michelle Mcquillan
Producer – Brooke Smith
Creative Agency – Smile

Media Agency – Thinkerbell

Source: Witchery