The 2019 Cashmere Collection highlights couture made entirely of bathroom tissue and was unveiled at a Toronto runway event that was hosted last month. The Canadian fashion talents spotlighted include Lesley Hampton, Dee Silkie, Tome, Jillian Joy, Sage Paul, Joan Kelley Walker, Stephanie Moscall-Varey, Chavah Lindsay, Arti Gogna, Sarah Runnalls, Sarah Haunts, Alex Yu, Adrienne Goodine, Ryan Alexander, Rebecca Rowes and Steven Lejambe.
Launched in partnership with Kruger Products LP and The Canadian Cancer Society, the 2019 Cashmere collection highlights intricately crafted fashions inspired by the likes of Dior, Alexander McQueen, Comme des Garcons and Versace. Each garment is entirely paper-made, showing not only the creative talent of Canadian fashion designers but also the durability of Cashmere paper tissue.
Cashmere's annual runway collection raises awareness for Breast Cancer research while spotlighting local and emerging talent. The runway show was hosted just ahead of Canadian Breast Cancer Awareness month and encourages Canadians to make a difference by participating in Cashmere's Vote Couture for the Cure initiative. The campaign is now live at Facebook.ca/Cashmere; "for every vote cast for your favorite bathroom tissue design, $1 is donated to the Canadian Cancer Society’s breast cancer efforts. Throughout the month of October, twenty-five cents from the sale of every limited-edition pack of Cashmere goes directly to the cause."
Charitable Bathroom Tissue Couture
The 2019 Cashmere Collection Raises Breast Cancer Awareness
Trend Themes
1. Sustainable Fashion - Creating couture fashion made entirely of bathroom tissue is a disruptive innovation opportunity within the sustainable fashion trend.
2. Socially Responsible Marketing - Cashmere's Vote Couture for the Cure campaign encourages socially responsible marketing within the fashion industry.
3. Cause Marketing - The annual Cashmere runway collection raises awareness and donations for Breast Cancer research while promoting the brand through cause marketing.
Industry Implications
1. Fashion - The Cashmere runway collection presents a unique and innovative idea for designers to create sustainable fashion.
2. Marketing/advertising - Cashmere's Vote Couture for the Cure campaign highlights socially responsible marketing and advertising within the fashion industry.
3. Non-profit/fundraising - The Canadian Cancer Society partnership with Cashmere provides a cause marketing opportunity for non-profits to fundraise while promoting breast cancer awareness.