What’s happening?
Australian lifestyle brand kikki.K, under the creative direction of Lisa Gorman, has teamed up with Australian Red Cross Lifeblood to create a fresh new uniform collection for frontline staff.
The collection has been designed pro bono to support blood donation. It marks the first time the iconic stationery label has ventured into workwear for frontline teams.
The new look moves away from traditional clinical attire. Instead, it embraces a more relaxed and welcoming aesthetic designed to help donors feel at ease during their visit and encourage them to return.
The uniforms are supplied by Thread Group Australia, a national uniform company.
Lifeblood began rolling out the new collection from Monday, 2 March 2026, with the change taking effect yesterday.
Why it matters?
The collaboration arrives at a pivotal time for Lifeblood as it looks for new ways to encourage blood donation.
The organisation is focused on increasing awareness of its vital work and strengthening connections with donors. Creating a more approachable and recognisable environment is seen as part of that effort.
“We wanted to reimagine the Lifeblood uniform in a way that feels contemporary, fresh, relatable, and inspires confidence and calm,” said Lisa Gorman, Creative Director of the Melbourne-based lifestyle brand.
“The vision was to remove the corporate vibe that uniforms can often give off by adding pops of colour and fabrications and styles we’re comfortable with, like chambray shirting, drill pants and bucket hats.
“By leveraging kikki.K’s creative style and platform and making the team and the process of giving blood more approachable, the hope is to raise greater awareness of Lifeblood’s vital work and connect the cause with a wider audience,” added Lisa.
Cath Stone, Lifeblood Executive Director of Donor Experience, said the redesign balances function and presentation.
“The fresh new look is designed with function and comfort in mind for the Lifeblood team who wear it, while offering a fashion edge that feels recognisable, relevant and welcoming to our donors,” she said.
“When our people feel comfortable and proud of the work they do, that confidence shapes the experience we provide to our donors. A welcoming environment, supported by what our teams wear, helps donors feel relaxed and positive about returning.”
By the numbers
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Lifeblood is seeking to recruit over 110,000 new donors this year to meet increasing demand for donated blood products.
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Around 40,000 new donors each year donate once and do not return, creating a significant retention challenge.
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About 62% of new donors currently give only once or twice annually, indicating room to increase donation frequency.
“We want to inspire the 40,000 new donors each year who donate once and don’t return to come back and encourage the 62% of new donors who currently give only once or twice annually to donate more frequently,” Cath said.
Zoom in
The collection was created with input from Lifeblood team members. The design process focused on inclusivity, work health and safety, and supporting diverse needs, including gender identities and menopause.
The aesthetic reflects kikki.K’s design style, centred on purpose, function and familiarity, while aligning with Lifeblood’s identity and mission.
“The new aesthetic reflects purpose, function, and familiarity which is the foundation of kikki.K’s design style and is reflective of Lifeblood and its people, making this collaboration a great fit and another wonderful way to spark more conversations about blood donation,” Lisa said.
Renowned designer Lisa Gorman has previously worked with Lifeblood. In 2024, she designed a limited edition bandage. This latest collaboration builds on that relationship in her new role as Creative Director at kikki.K.
“We’re incredibly grateful to kikki.K and Lisa for donating their time and expertise to support Lifeblood’s mission,” Cath added.
“We can’t wait to see our people proudly wearing the collection and showing up in the community in a fresh way.”
Zoom out
This partnership shows how brand and design can support health services beyond clinical care. By reshaping the visual identity of frontline teams, Lifeblood aims to make the donation experience feel more approachable and familiar.
The move also reflects a broader effort to connect with a wider audience and spark more conversations about blood donation.
What to look for next?
The national rollout of the new uniforms began on Monday, 2 March 2026 and is now underway across Lifeblood locations.
Donors can book an appointment by calling 13 14 95, visiting lifeblood.com.au or downloading the free Lifeblood app.