Vote Couture for the Cure

Ask any PR! It’s a challenge to reinvent and reinvigorate an annual program year after year and to generate incremental, ever-expanding news-value and coverage with what might be perceived as the same old, been there, done that story… told ad nauseum.

Such could have been the case with the Seventh Annual White Cashmere Collection 2010: Fashion with Compassion. (Video). A unique and breathtaking fund- and awareness-raiser for the Canadian Breast Cancer Foundation (CBCF), the world’s first and only BT (bathroom tissue) Couture collection took to the runway, the airwaves, the Twitter-verse and Blogosphere from Toronto’s Art Gallery of Ontario on Wednesday, September 22.

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.

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