kikki.K creates fresh new look for Australian Red Cross Lifeblood

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, marking the first time the iconic stationery label has ventured into workwear for frontline teams.

The new collection, designed pro bono to support blood donation, moves away from traditional clinical attire and embraces a more relaxed, welcoming aesthetic designed to help donors feel at ease during their visit.

“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, kikki.K.

“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.

The new uniforms, supplied by Thread Group Australia – a national uniform company – arrive at a pivotal time for Lifeblood, as it seeks new ways to recruit over 110,000 new donors this year to meet increasing demand for donated blood products.

“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,” explains Cath Stone, Lifeblood Executive Director of Donor Experience.

“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.  

“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.”  

Renowned designer Lisa Gorman has a history of impactful work with Lifeblood, designing a limited-edition bandage in 2024. This is another worthwhile collaboration in her new role as Creative Director at kikki.K.

“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,” said Lisa.

The new collection was created with input from Lifeblood team members, with a focus on inclusivity, work, health and safety, and supporting diverse needs, including gender identities and menopause.

“We’re incredibly grateful to kikki.K and Lisa for donating their time and expertise to support Lifeblood’s mission,” added Cath.

“We can’t wait to see our people proudly wearing the collection and showing up in the community in a fresh way.”

Lifeblood will begin rolling out the new uniform from Monday 2 March 2026.  

To book a donation, call 13 14 95, visit lifeblood.com.au or download the free Lifeblood app.