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Case Study: #Cashmere17

Rising Stars of Canadian Fashion Shine at #Cashmere17

How do you make an annual charitable fashion show stand out and speak volumes during a monumentally patriotic time in Canadian history?

That was the question that motivated our Strategic Objectives Team, alongside client Kruger Products, maker of Cashmere Bathroom Tissue, to develop and deliver our innovative, multi-faceted PR strategy for The White Cashmere Collection 2017; one that paid tribute to Canada’s one hundred and fiftieth birthday, and the ongoing fight against breast cancer.

The world’s first and only haute couture collection fashioned entirely with luxuriously soft sheets of Cashmere Bathroom Tissue, the White Cashmere Collection has featured more than 180 emerging and established Canadian fashion designers since its inception in 2004.

With more than 40 international awards and billions of positive media impressions, this ultimate expression of fashion with compassion is an eagerly awaited annual kickoff to October Breast Cancer Awareness Month in Canada, and an internationally-acclaimed Toronto fashion event.

The White Cashmere Collection proves the power of combining strategic PR and social good to make compelling news in a saturated media market.


The collection has supported the Canadian Breast Cancer Foundation (CBCF), now merged with the Canadian Cancer Society (CCS), since its debut in 2004. The annual fund and awareness-raiser heralds the October return of limited-edition Cashmere Bathroom Tissue, with 25 cents from the sale of every package going directly to the cause. Canadians were also invited to vote for their favourite runway look at Vote Couture for the Cure on Cashmere’s Facebook page. Kruger Products donated $1 for every vote, in the winning designer’s name, to the cause.

Image Credits: Katherine Holland

Eleven top fashion design schools and 150 students across Canada participated in #Cashmere17, lending their creativity, technical proficiency, and design devotion to the collection celebrating #Canada150. Sixteen finalists were chosen to show on the runway. Participating schools included: George Brown College, Ryerson University, Seneca College in Ontario; Collège La Salle, Cégep Marie-Victorin in Quebec; Kwantlen Polytechnic University, Blanche Macdonald Centre, Visual College of Art and Design of Vancouver in British Columbia; Lethbridge College, and Olds College in Alberta; and Nova Scotia College of Art and Design.

Image Credits: Katherine Holland

An elite panel of  judges crowned three student winners to receive Cashmere fashion bursaries. Judges included: Canadian fashion patron Suzanne Rogers; leading fashion designer and Cashmere Alum David Dixon; Executive Director of the Toronto Fashion Incubator Susan Langdon; Founder and Executive Director of Toronto Women’s Fashion Week and Toronto Men’s Fashion Week Jeff Rustia; and famed Quebec blogger and breast cancer survivor Lolitta Dandoy.

The winners included:

  1. Chelsea Cox – Wilson School of Design at Kwantlen Polytechnic University
  2. Adrian Arnieri – Ryerson University
  3. Charlotte Li – Seneca College
  4. Kayley Champagne (Vote Couture for the Cure winner) – Olds College

No fewer than 9,689 tubular beads—actually tiny hand-rolled strips of Cashmere bathroom tissue sealed with clear tape—yield the shimmery herringbone effect of Chelsea Cox’s update on the iconic Hudson’s Bay coat. “Participating in the White Cashmere Collection competition as a student has been such a spectacular experience to get innovative, explore new materials and really get inspired,” she says. 

Adrian Arnieri delivers a galactic riff on Canada’s traditional winter protector: the fur coat. The armature of his “Revolutionary Coat” is Cashmere Bathroom Tissue fused to transparent vinyl. Its multi-textured embellishments involve layers and layers of BT that he’s ruffled, hole-punched, gathered, balled and fringed.

Charlotte Li chose the 63-year-old widow, Annie Edson Taylor, who successfully barrelled over Niagara Falls in 1901 as the muse for her White Cashmere Collection creation. Hence the brave military “warrior” bodice that hovers over the roiling cascades of her ruched and pleated lantern dress.

Image Credits: George Pimentel 

More than 275 invited guests including the media, fashion, and industry VIPs attended our awesome September show at Toronto’s Royal Ontario Museum. The collection was also exhibited at the museum’s public Friday Night Live celebration.

Mainstream media coverage was outstanding, generating more than 145 million positive impressions. Coverage highlights include ET Canada, CP24 TV, Global News TV, Metroland Media, Trendhunter, FLARE and many more. More than 300,000 collection supporters tuned in on Facebook and Instagram Live.

Image Credits: George Pimentel 

#Cashmere17 also garnered exuberant and positive social media attention across Canada, reaching more than 14.6 million users on Instagram, Twitter, and Facebook.


Image Credits: George Pimentel

The White Cashmere Collection 2017 made awesome news across Canada and around the world. We are already hard at work planning #Cashmere18 for the collection’s fifteenth anniversary. Please stay tuned for all the exciting news.

Image Credits: George Pimentel 

In the meantime, we would love to help your brand make GROUNDBREAKING news too! Please contact us here

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