Archive for October, 2010

White Cashmere Collection: Fashion with Compassion takes to the runway, the web, Twitter and Facebook to raise awareness and funds for a future without breast cancer.

By: Deborah Weinstein

When talking bathroom tissue you need to keep it fresh. Using social media to promote a social cause is the hot new way to generate incremental awareness, expand news-value and generate great coverage. Our White Cashmere BT (bathroom tissue) Couture Collection is a case in point. A fund- and awareness-raiser for the Canadian Breast Cancer Foundation, it not only raised eyebrows and hemlines on the fashion scene this year, but built big buzz in the PR and Social Media world as well.

The Seventh Annual White Cashmere Collection 2010: Fashion with Compassion (Video) is a key component of the Cashmere brand’s social cause. The world’s first and only BT Couture collection took to the runway, airwaves, Twitter-verse and Blogosphere from Toronto’s Art Gallery of Ontario on Wednesday, September 22. #Cashmere was ranked #1 in Twitter trends in Toronto that day, only to be knocked out by a visit to the city by the one and only Jenifer Lopez later that afternoon.

Along with amplified and quantified social media success came the constant flash of photo ops, and window gazers when the collection premiered the next week on the very same night as Nuit Blanche, Toronto’s all-night, out-door celebration of art and culture, in the magnificent display windows of The Bay (Canada’s national department store chain) flagship store at Young and Queen. A tremendous benefit to the campaign,  more than 100,000 Toronto art lovers admired the White Cashmere Collection display that night; not to mention the estimated 65,000 cars and pedestrians who pass the Bay Toronto windows everyday throughout the October month-long exhibit.

Coccolily for White Cashmere Collection

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.

Meaghan models Ines Di Santo

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 and at The White Cashmere Collection Facebook Fan Page. You can also check out the White Cashmere Collection 2010 Video on YouTube.

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 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.

(Update: The contest is now closed. Please check the Cashmere facebook for more info on the winners and designs)