Models decked in ‘BT Couture’ – including a swimsuit and a wedding dress made out of bathroom tissue – strutted down the catwalk at the Art Gallery of Ontario yesterday to kick off Cashmere’s breast cancer awareness campaign.

Now in its seventh year, the White Cashmere Collection event continues to be the world’s first and only bathroom tissue fashion show, Nancy Marcus, corporate VP, marketing, Kruger, tells MiC.

The event is the centrepiece of the Kruger brand’s annual CSR campaign for the Canadian Breast Cancer Foundation, but the media campaign supporting the events and the limited-edition pink line of products extends to online and social media.

‘Online is a great connector with our consumers,’ Marcus explains. ‘We get to interact with them, and being an avid supporter of the Foundation, we not only want people to buy our products but also to communicate with us and help raise awareness.’

Kruger worked with Toronto-based Propeller Digital to create the campaign’s webpage, contest and Facebook page. The company has also teamed up with The Bay to display the dresses in the windows of the retailer’s flagship stores in Toronto and Montreal.

The White Cashmere Collection, created by Canadian designers from across the country, is displayed on the brand’s website, along with a call to vote for the best design. For each vote, Kruger donates $1 to the CBCF to a maximum of $15,000. It is also donating $5,000 on behalf of the designer whose dress receives the most online votes.

The company is also giving away cashmere scarves to people who ‘like’ the brand’s Facebook page.

Though not officially part of the White Cashmere Collection campaign, the company’s long-running TV ad, featuring a dress made out of the company’s toilet paper, continues to air nationally. Mindshare is Kruger’s media buyer and John St. is its ad agency.