Hudson’s Bay Co., "Cashmere" Cancer Awareness windows

As part of Hudson’s Bay Co.’s efforts to raise awareness on cancer research, the Canadian department store retailer partnered with Cashmere bath tissue, which was launching a pink tissue line with proceeds going to the Canadian Cancer Society.

The Bay challenged up-and-coming Canadian fashion designers to craft dresses made predominately of the pink and white bath tissue.
The finished gowns were displayed in the flagship windows and throughout the store next to the designers’ original sketches, along with a description of the artists’ inspiration.

Judges lauded the creative use of materials and the attention to detail in the presentation. “It’s beautiful,” says judge David Hogrefe, managing director, Fitch. “They [Hudson’s Bay Co.] nail it every year.”

Retailer: Hudson’s Bay Co., Toronto – Ana Fernandes, creative design manager; Deniz Frenette, director, HBC marketing

Mannequins: DK Display, New York

Signage/Graphics: Zebra Studios, Toronto; Europtimum, Toronto

Photography: James Doiron, Toronto