Style that saves lives: the story behind our new lifestyle-inspired uniforms
What difference can a uniform really make? More than you might think.
Our donor centres are where people come together to do something extraordinary: give life. They’re more than places to donate. They’re communities built around care, connection and showing up for others. We wanted our new uniforms to reflect that same feeling: warm, welcoming and a little less clinical.
So, we’ve moved away from traditional clinical attire towards a look and feel that’s more relaxed, approachable and unmistakably Lifeblood. If you’ve visited a Lifeblood donor centre recently, you might have noticed things looking a little different.
We’ve rolled out our new uniform collection, which is a pro-bono creative collaboration with iconic Australian lifestyle brand kikki.K, under the creative direction of renowned fashion designer, Lisa Gorman.
This isn’t just a change of outfits, it’s a reimagining of the donation experience.
Why a new look matters
You might wonder why a uniform change is so important for our donors. The truth is, the environment plays a huge role in how you feel during your donation. Our goal is to recruit more than 110,000 new donors in 2026, and part of that means making the experience as positive and stress-free as possible.
One donor recently shared how the new look helped them overcome "white coat syndrome," a common spike in blood pressure caused by being in a clinical environment:
“The colourful uniforms the staff were wearing really made the location feel more friendly and less clinical. As a direct result, my blood pressure didn’t flare up and I was able to have a successful donation.”
Designed with heart
The collection was shaped by the people who know our centres best - our team members. We focused on inclusivity, comfort and diverse needs to ensure every staff member feels proud and comfortable while they care for donors.
For our team, the feedback has been glowing. One staff member shared:
“I love the new dress - it is everything we have been asking for. It’s professional and stylish, but there’s so much room to move.”
Another team member noted the difference in quality:
“I’m finding the fabric really comfortable. I didn’t even realise how uncomfortable my old pants were until I started wearing these.”
A stylish step forward
Whether it’s the fresh colours or the versatile styles, this new look represents the warmth and gratitude we feel for our donor community every day. As Lisa Gorman puts it, the vision was to "inspire confidence and calm," to make the process of giving blood more approachable for everyone.
Ready to see the new look in person? Book your next donation here or via the Lifeblood app.