Busy Philipps wore a custom parchment-paper dress in Manhattan, extending the kitchen brand’s product-performance message into fashion and a consumer sweepstakes.
If You Care transformed its Parchment Baking Paper into a fully wearable dress, modelled by actress and host Busy Philipps on the streets of New York City during fashion week. The custom garment took the kitchen product outside its usual setting as the centrepiece of the brand’s “Performance Never Goes Out of Style” campaign. The project connected a familiar household material with a fashion-led brand experience while keeping the parchment itself at the centre of the creative concept.
New York-based designer Lucy Boogaerts created the dress using a classic 1960s shift silhouette as inspiration. The garment was made entirely from If You Care parchment paper, including its floral details, with much of the folding and construction completed by hand. Boogaerts’ portfolio includes garments and accessories made with varied forms, textures and materials, providing a fitting context for a commission built around an unconventional dressmaking medium.
The material used for the garment is the same parchment paper that If You Care sells for baking, roasting, reheating and wrapping. The company describes the product as unbleached, totally chlorine-free and non-toxic, and says it can be composted after use. If You Care also says the paper contains no added PFAS or other forever chemicals. The product page lists a 70-square-foot roll at $7.69 and identifies Parchment Baking Paper as the brand’s bestselling product.
A related sweepstakes extended the campaign beyond Philipps’ appearance by offering one winner a dress recreated from the design and tailored to their measurements. The prize also included 15 rolls of parchment paper, described as a year’s supply, and a $100 credit for If You Care products. Entries ran from 12:00:01am ET on September 14 to 11:59:59pm ET on September 30, 2026, and the competition site now states that entries are closed.
The exercise places product demonstration inside an entertainment-driven setting rather than relying solely on conventional kitchen use cases. Although the dress was designed as a one-of-a-kind fashion piece, its construction supported the brand’s broader emphasis on the parchment’s durability and material composition. For If You Care, the campaign brought attention to an established baking product through celebrity participation, design craft and a prize that returned the idea from the streets of Manhattan to the home kitchen.
