Hosted on CTV’s THE SOCIAL and ETALK’s Facebook Pages earlier this week, the Cashmere Collection Masquerade Ball was a virtual fashion event that raised funds for breast cancer research just in time for October, Breast Cancer Awareness Month. The 17th annual event was the first virtual showing of its kind and featured a socially distanced taping in light of the ongoing COVID-19 pandemic. The evening's looks were curated by celebrity stylist Joe Zee, who shared commentary on each intricate creation alongside watch party hosts THE SOCIAL's Melissa Grelo and ETALK's Tyrone Edwards.
The event featured 15 Canadian designers who created one-of-a-kind pieces inspired by a future without breast cancer. The talented designer cast included St. John's-based Rodney Philpott, Halifax-based Katrina Tuttle, Montreal's Evan Biddell, VFRANZ of Pierrefonds Quebec, Toronto's Adrian Arnieri, Caitlin Power, Catherine Langlois, Christopher Paunil, Farley Chatto, Franciska Veress, Hoax Couture, Joseph Tassoni, NARCES and & FOR LOVE, and lastly, Calgary's Paul Hardy.
This year's Cashmere Collection Masquerade Ball paid homage to "Venetian traditions and 2020’s hottest commodities ― face masks and bathroom tissue ― with elegant BT Couture ball gowns and masks entirely crafted in Cashmere Bathroom Tissue." The event spotlighted the brand's fashion with compassion initiative, with twenty-five cents from the sale of every specially-marked package going toward breast cancer relief efforts this October.
The brand is also inviting Canadians to participate in Vote Couture for the Cure® at CashmereVoteCouture.com, donating $1 to Canadian Cancer Society with every vote cast for one's favorite designer and an automatic entry for a chance to win a $1500 cash prize. Additionally, Cashmere's parent company Kruger Products is donating to The Frontline Fund on behalf of this year's 15 participating Cashmere designers. The organization is "a network of more than 160 hospital foundations across Canada created to deliver resources to frontline healthcare workers protecting Canadians against COVID-19."
Virtual Bathroom Tissue Runways
The 2020 Cashmere Collection Masquerade Ball Featured Bold Pieces
Trend Themes
1. Virtual Fashion Events - The virtual Cashmere Collection Masquerade Ball showcased the potential for virtual fashion events to raise funds and promote causes in a socially distanced world.
2. Fashion with Compassion - Cashmere's fashion with compassion initiative highlighted the opportunity for brands to combine fashion and philanthropy, supporting charitable causes through their products.
3. Vote Couture for the Cure - Cashmere's Vote Couture for the Cure initiative demonstrated the power of engaging consumers in charitable giving through voting, offering them a chance to support their favorite designers and contribute to breast cancer relief efforts.
Industry Implications
1. Fashion Design - The virtual Cashmere Collection Masquerade Ball showcased the potential for fashion designers to create one-of-a-kind pieces and showcase their work in a virtual environment.
2. Healthcare - Cashmere's donation to The Frontline Fund highlighted the opportunity for healthcare industries to collaborate with fashion brands and philanthropic initiatives to support frontline workers.
3. E-commerce - The virtual fashion event and Vote Couture for the Cure campaign demonstrated the potential for e-commerce platforms to facilitate charitable giving and engage consumers in meaningful ways.