White Cashmere Collection 2012 Reveals Memorable Vision of Fashion with Compassion

For Immediate Release
September 20, 2012

White Cashmere Collection 2012 Reveals Memorable Vision of
Fashion with Compassion™

Canada’s Top Fashion Designers Create Cashmere BT Couture to Support Canadian Breast Cancer
Foundation’s Vision of a Future without Breast Cancer

A stunning vision of Fashion with Compassion, all crafted in pure, soft and luxurious #Cashmere bathroom tissue, took to the runway in Toronto on September 19

Our Strategic Objectives Toronto PR team was thrilled to promote Cashmere Bathroom Tissue’s fashionable vision of a future without breast cancer on the runway, Wednesday, September 19 with the debut of the ninth annual White Cashmere Collection: Fashion with Compassion, at the newly renovated Arcadian Court in Toronto.

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This year’s Cashmere BT (bathroom tissue) Couture collection includes high-fashion photography; a breathtaking runway show; and a Facebook contest and fundraiser. The collection highlights Cashmere’s generous and ongoing support of the Canadian Breast Cancer Foundation and heralds the annual return of limited-edition Pink Cashmere, a fund- and awareness-raiser for the Foundation, with twenty-five cents from the sale of every package going directly to the cause, throughout October Breast Cancer Awareness Month.

Curated by Canadian fashion designer Farley Chatto, The White Cashmere Collection pays hommage to Classic Hollywood Glamour and stars fifteen established and emerging Canadian designers who created everything from bridal and evening wear, to jewelry and, for the first time ever, footwear and children’s wear, all crafted in 100 per cent pure, soft and luxurious sheets of White and Pink Cashmere Bathroom Tissue, Canada’s best-selling brand.

A Touch of Pink with Reel Hollywood Glamour

The White Cashmere Collection has featured more than 100 amazing Canadian designers since its debut in 2004 and the 2012 collection showcases an awesome cast including Anomal Couture by  Sonia LeclairDavid JackIzzy CamilleriAdrian Wu, Ashtiani by Golnaz AshtianiRodney Philpott Designs, LABEL by Shawna Robinson and Natalie Sydoruk, LuShyne by Lucci RojasLaura Siegel, Al Shakour by Suhaila NiaziCara Cheung, DRōN by Joël Bissonnette,  MMCrystal by Michelle Merizzi, Jewelry by Karen McFarlane and shoes designed by Yvonne Lin for Town Shoes.

This year’s spectacular runway show kicked off with an awe-inspiring acrobatic performance with pink aerial silks, high above the audience, to build anticipation for the beautiful fashions to come.

“Breast cancer affects women and families across Canada and the White Cashmere Collection presents a unique opportunity to pay tribute to the courage and strength of these women,” says Nancy Marcus, Corporate Vice President, Consumer Marketing at Kruger Products. “We are proud to be one of the Foundation’s top five national partners and to join this cause with our support of Canada’s fashion community.”

The live runway show was hosted by Canada AM co-host and breast cancer survivor, Beverly Thomson, a long-time supporter of the collection. The Cashmere BT Couture Collection also featured celebrity model Angie Smith, Fashion Producer at The Marilyn Denis Show, as well as a poignant speech by breast cancer survivor and leading Quebec fashion journalist, Lolitta Dandoy.

“The White Cashmere Collection exemplifies the diversity of the Canadian fashion industry and serves as an imaginative showcase for our top design trendsetters,” says 2012 collection curator and fashion designer, Farley Chatto. “I am honoured and thrilled to partner with Kruger Products and to collaborate with our talented designers who combined their passion for fashion with support for the Canadian Breast Cancer Foundation.”

This year’s collection was photographed by Angus Rowe MacPherson, whose carefully constructed images vibrate with energy, at Toronto’s historic Design Exchange. His portfolio of 15 high-fashion Cashmere photos was released at the show and is displayed at Cashmere.ca.

Be Social! VOTE Couture for the Cure

Canadians can also view the collection and support the cause by joining Cashmere’s unique Vote Couture for the Cure™ initiative at Facebook.com/Cashmere from September 19 through November 19. Fans are invited to vote for their favourite design and Cashmere will donate $1 per vote, up to $10,000, to the Foundation in the winning designer’s name. Voters will be entered in a draw to win one of four $2,500 shopping sprees.

Kruger Products LP’s partnership with the Canadian Breast Cancer Foundation

“Since the Canadian Breast Cancer Foundation began allocating vital funds towards breast cancer research, education and health promotion initiatives over 25 years ago, we have seen significant progress and have led a nation-wide movement to raise awareness and mobilize action on breast cancer,” says Sandra Palmaro CEO, Canadian Breast Cancer Foundation Ontario Region. “There is still much work to be done towards our vision of creating a future without breast cancer and we are grateful for the ongoing commitment and support of partners like Cashmere and Kruger Products who have embraced this movement and continue to champion the breast cancer cause through outstanding events like the White Cashmere Collection.”

About the White Cashmere Collection

The White Cashmere Collection is Canada’s annual celebration of Fashion with Compassion. A fund- and awareness-raiser for the Canadian Breast Cancer Foundation, the Cashmere BT (bathroom tissue) Couture collection, now in its ninth year, stars Canada’s leading fashion designers in support of the Canadian Breast Cancer Foundation’s vision of a future without breast cancer, all crafted in 100 per cent pure, soft and luxurious sheets of Cashmere Bathroom Tissue.  More than 100 Canadian desigers have participated to-date.

The collection also features limited-edition Pink Cashmere, with twenty-five cents from the sale of every package going directly to the Foundation throughout October, breast cancer awareness month.

About Cashmere and Kruger Products LP

Cashmere, Canada’s best-selling bathroom tissue, is 100 per cent Canadian-made and reflects Kruger Products’ commitment to providing the finest quality tissue products to Canadian consumers.

Kruger Products is Canada’s leading tissue manufacturer and serves the Canadian consumer market with such well-known brands as Cashmere, Purex, SpongeTowels and Scotties, as well as away-from-home products for industrial and commercial use across Canada. Kruger operates facilities in Quebec, Ontario and British Columbia.

The White Cashmere Collection, now celebrating its ninth fashionable year, is documented at Cashmere.ca; you can join the Cashmere Facebook Fan Page Facebook.com/Cashmere.

About the Canadian Breast Cancer Foundation

For over 25 years, the Canadian Breast Cancer Foundation has been at the forefront of a nation-wide movement to raise awareness and mobilize action on breast cancer. Today, the Foundation is the leading organization in Canada dedicated to creating a future without breast cancer. Since 1986, from coast to coast, we have invested over $274 million to fund vital research and community health grants that have led progress in breast cancer prevention, diagnosis, treatment and care. Visit cbcf.org and join the movement.


For more information please contact:

Strategic Objectives
Email: so@strategicobjectives.com