Holt Renfrew Pride

For Pride 2025, we partnered with Holt Renfrew and FUNCTION to create House of Renfrew: A Legendary Ballroom Story, a campaign celebrating the artistry and legacy of ballroom culture. Rooted in the history of 1960s, 70s, 80s New York and pioneered by Black trans women, ballroom continues to be a vital space of expression and resilience for QTBIPOC communities. FUNCTION, founded to nurture and elevate this community in Canada, brought deep cultural insight and authenticity to the project. Fashion has always been central to ballroom, both as inspiration and as the symbolic structure of chosen family through houses. House of Renfrew reflected this lineage, featuring a house mother, father, and children across ballroom categories such as face, vogue, and realness, while highlighting the importance of family and support within the culture. The campaign launched in June 2025 across social, digital, and in-store platforms, with a hero 60-second film, editorial feature, and dynamic creative on Holt Renfrew’s in-store screens nationwide. A suite of five videos, including the hero piece and four 30-second spotlights, shared personal stories from house members and extended visibility throughout the summer. SF realized this project pro bono, assembling a team of 2SLGBTQI+ creative collaborators as part of our mandate to support the community.