Every year, an event unites passion for cancer care in the Pembina Valley with an appreciation for fashion.
While some who aren’t acquainted with the South Central Cancer Resource (SCCR) fashion show may consider it a unique combination, it’s an annual fundraising tradition that sees a great deal of support and interest, as evidenced by its recent venue change.
In years past, the event was held at the Access Event Centre in Morden. However, for the 2025 edition of the show, which took place on May 15th, it was relocated to the Meridian Exhibition Centre in Winkler due to significant growth.
“Two years ago, [more than] 300 tickets sold out in 14 minutes,” said Leora Hamm, the administrative resource coordinator for SCCR.
“We had a lot of unhappy phone calls and emails following that, so our board just decided ... to take a leap of faith and increase our venue size, which we did.”
Bringing more awareness
Hamm said that this year, attendees increased from 300 to about 500, which for her, means even more people had the chance to learn about the vital service that SCCR provides to the community.
“That in and of itself is probably the focus of our event — bringing awareness to who we are, what we do, and how we can help local cancer patients,” she said.
Modelling with a cause
The awareness that SCCR’s annual event brings runs as deeply through the show as the models who are featured in it, all of whom have various connections to cancer.
Hamm said that some are cancer patients, others cancer survivors, and some model in honour of loved ones who are going through cancer or have gone through it.
Some also model in memory of lost loved ones.
The symbolic nature of the show ensures that for the models, it’s always more than a show, according to Hamm.
“For some of them, [it’s] a real emotional evening ... coming out on stage and celebrating their loved one or celebrating themselves and their cancer journey,” she said. “It's fantastic to watch the excitement for some of them, the nerves from [others], and then just how, at the end, they're so glad that they did it. It's healing.”
The models in the show this year also included other community members who work with SCCR, including a volunteer driver and a nurse.
‘Who’s going to drive me?’
Ultimately, the components of the SCCR fashion show come together to raise funds for the organization.
This year, $77,367 was raised for cancer services.
It’s an amount that's especially significant because SCCR is entirely community-funded.
“We're a ... nonprofit that started just over 20 years ago to help local cancer patients with some of the practical, logistical pieces of their cancer journey,” said Hamm.
To understand the function of SCCR, the coordinator said she asks people to imagine receiving a cancer diagnosis in their present circumstances.
“Ask yourself the questions, ‘Do I have insurance? Can I afford to take four to six months off work? Who's going to pay my mortgage during that time? Who's going to put the fuel in my vehicle to get me to all my appointments and treatments? Who's going to drive me? Those are logistical questions that only cancer patients and their immediate families have to ask,” she said.
Related stories:
- New venue, record ticket sales and amazing support for SCCR Fashion Show
- Nearly 500 attend fashion show in Winkler to support South Central Cancer Resource
When someone finds themselves in the position of posing these often concerning questions, SCCR is there to help with both its expertise and solutions.
Looking forward
With the 2025 fashion show successfully completed, Hamm has already received inquiries about next year’s event.
It’s scheduled for May 14th, 2026.
“We don’t know a theme yet. We don’t have models yet. We will be working on that in the next few months, but the excitement has started, and the planning is about to begin,” she said.
Anyone within the organization’s catchment area (Morden, Winkler, Altona, Emerson, Morris, Carman, Cartwright, and the surrounding regions) who has a connection to cancer and is interested in modelling is encouraged to contact the SCCR to become involved.
Hamm also invites anyone who has been diagnosed with cancer to call the organization’s office at 204-822-9541 for support.
With files from Jayme Giesbrecht