The Reitmans brand, is highlighting Canada’s cultural diversity with its new “Diversity is the Fabric of Canada” campaign. The campaign features seven inspiring Canadian women from diverse fields such as arts, sports, fashion, media and entertainment. In an effort to celebrate diversity with a powerful symbol, the brand paid homage to the national anthem with a creative and contemporary twist.
Chan Hon Goh
Angela James
Mariana Mazza
Sarahmée
Sandy Kaur Gill
Alexandra Diaz
Natasha Kanapé Fontaine
The “Diversity is the Fabric of Canada” campaign highlights Reitmans’ core values of inclusion, diversity and authenticity. The ambassadors chosen for this campaign include South Asian Canadian teacher and fashion designer Sandy Kaur Gill, the first Chinese-born principal dancer in the history of the National Ballet of Canada, Chan Hon Goh, African-American Canadian athlete Angela James, Lebanese and Uruguayan/French Canadian comedian and actress Mariana Mazza, Chilean/French Canadian host, author, producer, entrepreneur and speaker Alexandra Diaz, Indigenous author and poet Natasha Kanapé Fontaine, and Senegalese/French Canadian rapper Sarahmée. Each of them participated in the design of a pattern, reproduced on a T-shirt and scarf that reflects their style and cultural background. A tote bag was also created as part of the initiative.
Diversity T-shirt, $29.9 each
Diversity Scarf, $19.9 each
Diversity Tote, $34.9
For each product sold, Reitmans will donate $2 to the 7 causes chosen by the ambassadors, up to a maximum of $10,000 for each. The seven charities include: The Canadian Women’s Foundation, Seva Food Bank, the Smilezone Foundation, the Canadian Cancer Society, the Waskapitan Fund, La Rue des Femmes, and Centre d’Encadrement pour Jeunes Femmes Immigrantes (CEJFI).
As part of a Canada-wide contest, Reitmans will be giving 10 newcomers a new wardrobe worth $1,000 which they can wear for job interviews, citizenship ceremonies, holidays or special occasions. Winners will be determined based on a short essay (150 words) in which they will be asked to express their thoughts on what makes Canada a great place to live. Visit Reitmans’ social media pages, follow and comment under their contest post. Contests will be ended on June 30, 2021 at 23:59 Eastern Standard Time.
