Making the invisible visible
Osteoporosis is a disease that afflicts over 2 million Canadians. But it quietly weakens bones and often goes undiagnosed until it breaks them.
Bubl Fashion
Working in partnership with prominent Canadian fashion designer David Dixon, we created an 18-piece high-fashion collection inspired by bubble wrap, the universal symbol for protection. The pieces were designed to highlight areas that are most susceptible to fractures – the spine, wrist, shoulder and hip.
To launch the collection in grand style, we secured opening night of Toronto Fashion Week, North America’s second largest showcase. We found the perfect location and backdrop for the runway show, the majestic Royal Ontario Museum, featuring dinosaur fossils and bones. On February 5, 2019, a crowd of hundreds, including media, fashion editors, influencers and patient organizations watched as 15 of Canada’s top female and male models walked the catwalk.
