The Butterfly Foundation is an incredible non profit organisation dedicated to changing the culture, policy and practice in the prevention and treatment of eating disorders. As the major fashion partner, Sportsgirl raises awareness and money to this foundation through our Butterfly Foundation range of accessories, as well as our participation in Love Your Body Week.

Want to make a difference too? Shop any of the Butterfly Foundation accessories in-store and online, and stay tuned on @sportsgirl for our involvement with the annual Love Your Body Week event!


Sportsgirl has supported the Butterfly Foundation for over 12 years. During this time, we have raised more than $3 million for the organisation’s programs to promote positive body image across Australia, and bring hope and help to those affected by eating disorders.

In a society where so much focus is placed on body shape and size, there is an increasing number of people reported to have an eating disorder – in fact, an alarming 1 million Australians struggle with this serious mental and life-threatening illness. The Butterfly Foundation strives to bring positive change in the community by supporting anyone who has an eating disorder or body image concerns, as well as their family and friends.


Eating disorders are serious mental illnesses. They are not a lifestyle choice or a diet gone too far. They are estimated to affect approximately 9% of the Australian population and the rate is increasing. Approximately 15% of Australian women experience an eating disorder during their lifetime. However eating disorders can occur in both men and women, young and old, rich and poor, and from all cultural background.


Sportsgirl’s commitment throughout our partnership with the Butterfly Foundation has been to raise awareness and funds through our Butterfly accessory sales. Our core philosophy is to celebrate body positivity and diversity of size and shape, and this filters down to everything we do, from our store culture to our brand values. We were even awarded a National Recognition Award for our commitment to promoting Positive Body Image.

The partnership between Sportsgirl and Butterfly has provided funding and support that has been critical to Butterfly’s ability to help those people across Australia in desperate need.

  • This includes:
    Butterfly’s National Helpline 1800 ED HOPE – with immediate online and phone support and referral for anyone irrespective of where they live.
  • Recovery Support Services – for community engagement, care and opportunity to provide a sense of connectedness.
  • Financial Assistance for Recovery – allowing people to have the finances to access essential treatment.
  • Butterfly House refurbishment – creating a warm and encouraging therapeutic environment for those in treatment.
  • Family Accommodation Funding – giving families from rural and remote areas accommodation in Sydney when they are participating in intensive treatment programs through the Sydney Children’s Hospital Network.
  • Love Your Body Week – raising awareness of negative body image and encouraging the celebration of body confidence.


If you, or anyone you know is experiencing an eating disorder or body image concerns, we encourage you to reach out for support. You can call the Butterfly Foundation Toll Free National Helpline on 1800 33 4673 or visit their website for more information.