Cashmere has proven its fashion tie-in has legs: on Sept. 30, the Kruger-owned brand held its 11th annual White Cashmere Collection, a runway show featuring dresses made entirely out of bathroom tissue.
The event, which supports the Canadian Breast Cancer Foundation (CBCF), was developed by Toronto-based Strategic Objectives in 2004.
To keep the media and fashion world interested year after year, Kruger and Strategic Objectives keep things fresh by adding new aspects or creating new themes. The 2014 White Cashmere Collection spotlighted 15 next-generation designers nominated by well-known Canadian designers and past contributors to the collection.
“I think it takes incredible courage and bravery from a brand marketer such as Kruger to develop a program, stick with it and grow it year after year,” said Deborah Weinstein, president of Strategic Objectives. “Most marketers switch campaigns the same way they switch breakfast cereals: there always has to be something new. We’ve taken the fashion platform and reinvigorated and revised it ever year. And I think that’s really the difference.”
More than 230 people attended this year’s event — the highest number of attendees yet. It was hosted by breast cancer survivor and CTV Canada AM co-host Beverly Thomson and featured a moving speech by 24-year-old breast cancer survivor – Montreal’s Nalie Agustin.
The White Cashmere Collection also showcased Kruger’s limited-edition Pink Cashmere bathroom paper, which is tied to a consumer promotion for CBCF. Twenty-five cents from the sale of every package will go to CBCF throughout October’s Breast Cancer Awareness Month.
A Facebook promotion, “Vote Couture for the Cure,” developed by Fuse Marketing Group, invites Canadians to view the collection and vote for their favourite design. Cashmere will donate $1 for every vote, up to $10,000, to CBCF in the winning designer’s name. The contest runs until Nov. 10. Voters will be entered in a draw to win weekly prizes and the grand prize, a trip to New York City.
This article first appeared in Marketing Magazine