Australia’s DV Collective founder Kylie Johanson and Accor’s Chief Operating Officer in the Pacific region Adrian Williams – Image: Accor
Accor Australia is celebrating it’s first-ever National Silly Sock Day today, 25 November 2025, which is a new annual initiative created to raise awareness and essential funds for women and children escaping domestic and family violence. According to Accor, the launch coincides with the International Day for the Elimination of Violence Against Women and the beginning of the global 16 Days of Activism Against Gender-Based Violence campaign, which runs from today to 10th December. This year’s UN Women theme focuses on digital violence against women, an increasingly urgent issue that affects millions worldwide.
National Silly Sock Day represents a major milestone in Accor Pacific’s partnership with DV Collective (Domestic Violence Collective Australia) and reflects the Group’s belief in the power of community-led action. Across Australia, more than 5,000 pairs of limited-edition socks are available for purchase from participating Accor hotels, with all proceeds going directly toward placing additional beds in domestic violence shelters that urgently need support. Every pair sold helps provide safe nights for women and children when they need it most and helps expand DV Collective’s rapidly growing network of shelters, frontline services and counselling organisations.
This year’s inaugural Silly Sock design was created by Tshering Gyem from Mercure Perth, whose artwork was selected from entries across the Accor Pacific network. Her design is a wearable expression of Accor’s purpose – pioneering responsible hospitality, connecting cultures with heartfelt care. Tshering’s design brings this purpose vividly to life. At the top of the sock, red heart-shaped threads weave across the fabric, symbolising the emotional bonds that connect Accor’s teams, guests and partners.
This year’s inaugural Silly Sock design was created by Tshering Gyem from Mercure Perth – Image: Accor
Accor’s partnership with DV Collective began earlier this year through the Accor Community Fund, with an initial $20,000 contribution made to support DV Collective’s mission of reducing the devastating impact of domestic and family violence in Australia. The organisation works to eliminate the waitlists and resource shortages that prevent women from accessing safe accommodation, legal support, trauma recovery programmes, counselling and essential materials.
DV Collective now supports more than 300 frontline services nationwide, including 75 women’s shelters, and has this year alone contributed an additional 80 beds, representing more than 29,000 safe nights, alongside more than 100,000 donated hygiene and essential items. With incidents increasing and shelters under extraordinary pressure, their goal for 2026 is to place 500 new beds into the system, a target that National Silly Sock Day will directly contribute to.
Accor’s Chief Operating Officer in the Pacific region, Adrian Williams, said the creation of National Silly Sock Day affirmed the Group’s commitment to the cause: “Domestic violence affects far too many families in Australia, and the lack of safe accommodation is one of the most critical barriers for women and children seeking help. National Silly Sock Day is a simple but powerful way for our teams, guests and communities to come together and drive real impact. Every pair purchased brings us closer to ensuring that no woman or child is turned away when they need safety.”
DV Collective Founder, Kylie Johanson, said the initiative could not have come at a more important time: “One in four women in Australia experiences domestic or family violence, and one in two women seeking shelter is turned away because there are not enough beds. We are proud to partner with Accor to activate this initiative and to expand our ability to provide beds, resources and support to those who need it most.”
Accor’s Pacific network of Hotels across the country are hosting displays, morning teas, guest offers and fundraising moments, all designed to draw attention to the scale of the issue and the difference that collective action can make.
Members of the public can purchase socks or donate directly by visiting dvcollective.org or by purchasing through participating Accor hotels.
(NAN/Accor Pacific 25-11-25)
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