Over the weekend, a woman wearing a heart-shaped dress made entirely of bathroom tissue turned heads as she walked the streets of Toronto as if it were a catwalk. After earning more than 400,000 impressions on social media, it was revealed at Sunday’s Canadian Cancer Society’s Run for the Cure that the woman was in fact a model from last year’s Cashmere Collection show wearing a garment made from Cashmere bathroom tissue.

The stunt was meant to capture the attention of Torontonians and drive awareness for the Cashmere Collection show, which will take place on Oct 30. Over the last 20 years, the Cashmere Collection has raised over $5 million dollars in support of breast cancer awareness, prevention and treatment programs for its charitable partners, the Canadian Cancer Society (CCS) and the Quebec Breast Cancer Foundation (QBCF). This will be the first time Canadians across the country will be able to cast their vote for the winning garment live during the show via CashmereCollection.ca.

According to the brand, while this is the Cashmere Collection show’s 21st year, this is the first time Kruger products (which owns Cashmere) promoted it with this kind of stunt. “With the new addition of the live voting for Canadians, these efforts were to reach consumers in a bold way, exactly where they are – on the streets of Toronto,” the brand said.