Vote Couture for the Cure ~ Breast Cancer Fundraiser Links IRL to Social Good

Ask any PR! It’s a challenge to reinvent and reinvigorate an annual program year after year and to generate incremental, ever-expanding news-value and coverage with what might be perceived as the same old, been there, done that story… told ad nauseum.

Such could have been the case with the Seventh Annual White Cashmere Collection 2010: Fashion with Compassion. (Video). A unique and breathtaking fund- and awareness-raiser for the Canadian Breast Cancer Foundation (CBCF), the world’s first and only BT (bathroom tissue) Couture collection took to the runway, the airwaves, the Twitter-verse and Blogosphere from Toronto’s Art Gallery of Ontario on Wednesday, September 22.

Starring a top tier line-up of 15 Canadian designers; Canada’s Next Top Model, Meaghan Waller; CTV Canada AM anchor, Bev Thomson; and ET Canada’s Angie Smith, the one-of-a-kind fashion show featured Cashmere BT Couture creations ranging from swimwear, hats and jewelry to cocktail, bridal and ballgowns. Crafted entirely in 100 per cent pure, soft and luxurious Cashmere Bathroom Tissue, Canada’s best-selling brand, the collection celebrates the annual return of limited-edition Pink Cashmere, a fund- and awareness-raiser for the CBCF with twenty-five cents from the sale of every package going directly to the foundation.

Conceived and produced by Strategic Objectives and curated by Serge Kerbel, Fashion Director of Canada’s LUSH Magazine, the 2010 collection features an eclectic line-up of established and emerging designers from across the country including: Zoran Dobric, Renata Morales, Aqua Di Lara, RUDSAK, Coccolily, Orange by Angela Chen, Aime by Monica Mei, Ines Di Santo, Pat McDonagh, Paris Li, Katrina Tuttle, Caitlin Power, Réva Mivasagar, Karyn Gingras of Lilliput Hats and Shay Lowe Jewellery Design.

A Celebration of Firsts

A dedicated supporter of CBCF, Kruger Products, maker of Cashmere, is one of the Foundation’s top five national brand partners and is committed to creating a future without breast cancer.

“I’m delighted to direct this year’s collection,” says curator Serge Kerbel. “It’s attracted many of Canada’s top design talents and 2010 is no exception. In fact, this year’s collection is a celebration of firsts: the first-ever swimsuit crafted in BT; our first collection to feature designers from coast to coast, including the Maritimes; and the first time the collection has engaged one model, one face for our BT Couture photography,” he says.

Canada’s Next Top Model, Meaghan Waller, the official face of the White Cashmere Collection 2010, took to the catwalk at the runway show, modelling the first ever Cashmere BT wedding gown by designer,
Ines Di Santo. “It’s an honour to be part of this important project. Breast cancer affects women and families across the country and around the world,” says Meaghan. Designer Ines Di Santo agrees, “Fashion designers rarely get the chance to combine our passion for fashion with breast cancer awareness-raising. This is an exciting and rewarding opportunity,” she says.

Internationally-recognized fashion photographer, Christopher Wadsworth, helmed the collection’s high-fashion photoshoot with Meaghan. It can be viewed at Cashmere.ca and at The White Cashmere Collection Facebook Fan Page. You can also check out the White Cashmere Collection 2010 Video on YouTube

The collection will take to the streets for the entire month of October, Breast Cancer Month, with high profile displays in the The Bay’s (Canada’s national department store chain), Toronto and Montreal flagship store windows.

Be Social! VOTE Couture for the Cure

Cashmere is also ramping up its support of CBCF this year with a unique and engaging, first-ever Vote Couture for the Cure initiative. Housed at cashmere.ca and on the White Cashmere Collection Facebook Fanpage. Canadians are invited to view this year’s BT Couture photos and vote for their favourite. Cashmere will donate $1 for every vote to the foundation; with a $5,000 donation to be made in the winning designer’s name.

“It’s a win-win for women, the cause and Cashmere,” says Nancy Marcus, Corporate VP Consumer Marketing, Kruger Products, who’s partnered with me on this awesome project since 2004. “It’s an opportunity for Canadians to demonstrate their passion for fashion with compassion.”

Vote Couture participants also get the chance to win a limited-edition white cashmere scarf created by White Cashmere Collection 2008 designer, Thien Le, valued at $150.

So what’s stopping you? Get out there and vote! Please?! Cancer can be beaten.

Deborah Weinstein