Fashion retailer Witchery has launched its blog portal, The ‘W’ Edit.

The portal is aimed at men, women, and children and features interviews, trend reports and fashion shoots, as well as DIY projects for kids.

Over seeing the blog is former Harper’s Bazaar online editor, Anna McLeod.

McLeod said over the last few years she had a noticed a significant change in the thirst consumers have for content from their favourite brands and retailers.

“The Witchery blog is the result of many months of planning and research.

It offers a heightened retail experience that spans what’s in store alongside intriguing profiles and content that extends beyond what might be traditionally expected from a blog,” McLeod said.

Georgia Trevarthen, marketing manager, said the launch is an exciting step forward for the brand, creating a central editorial platform through which to connect all social media channels and the e-commerce platform, witchery.com.au

“The Witchery blog will centralise all our activity into the one online hub where efforts are focused on driving exclusive editorial content.

We see it as a complete resource for the consumer, inspiring their day to day.”