Suzy Shier has partnered with A Horse’s Tale Rescue, a non-profit charity based in Vaudreuil-Dorion, Quebec, to raise awareness and support for retired horses. These horses have endured demanding careers, from pulling caleches to working on farms, and many were facing the grim reality of slaughter. The rescue provides them with a second chance at life, offering medical care, rehabilitation, and a peaceful sanctuary. Through this collaboration, Suzy Shier aims to shine a light on the compassionate work being done by the rescue, ensuring these noble animals can live out their days in comfort and dignity. We spoke with Franco Rocchi, Senior Director, Marketing, Suzy Shier/Le Chateau, and Isabelle Conan-Cormier, Senior Brand Stylist, Suzy Shier, to learn more. —Noa Nichol
Franco Rocchi, Senior Director, Marketing, Suzy Shier/Le Chateau
What inspired Suzy Shier to collaborate with A Horse’s Tale Rescue, and how did this partnership come to life?
Our Senior stylist Isabel was first inspired by a drive she took this summer through the St. Lazare countryside in Quebec. Surrounded by the rolling hills and vibrant landscape, she was struck by the majesty and beauty of the horses grazing peacefully in the fields. It was a beauty that transcended everything, and beauty is the basis of fashion. An idea was born!
How does Suzy Shier’s brand values align with the mission of A Horse’s Tale Rescue, and how do you hope this collaboration will impact both organizations?
Our values and mission align with the of “A Horse’s Tale” un several ways. We both share a commitment to compassion and care. We also share a vision of empowerment: the rescue does this through rehabilitation and care, and we have a mission of empowering individuals through fashion that enhances their confidence and self-expression. We also share values of community engagement. The rescue engages many local volunteers and supporters, while we make every effort through our brand to promote inclusivity and connection. Finally, we are both committed to promoting education and awareness.
Can you tell us about any specific initiatives or campaigns Suzy Shier has planned to support the rescue and raise awareness for its cause?
We hope that this is the beginning of a long relationship. In addition to a corporate donation, we will be promoting the rescue to our hundreds of thousands of subscribers and social media followers of both the Suzy Shier and our sister Le Chateau brand.
What has been the most touching or inspiring story you’ve encountered while working with the horses at A Horse’s Tale Rescue?
It was seeing the picture of a current resident at the rescue. She had been starved, was emaciated, and looked disturbingly unhappy with an almost human expression of sadness. Then seeing her now at the rescue, her eyes brimming with happiness, and loving the human attention and affection. She is truly living her best life.
How can Suzy Shier customers and the broader community get involved in supporting A Horse’s Tale Rescue?
Customers can get involved with “A Horse’s Tale”, or indeed with any local horse rescue organization through offering volunteering or through donations! We will be gladly providing details for “A Horse’s Tale” on our website shortly.
Isabelle Conan-Cormier, Senior Brand Stylist, Suzy Shier
How has the collaboration with A Horse’s Tale Rescue influenced your styling choices for this campaign?
Our Autumn collection already resonated with the earthy tones and textures of the Canadian natural landscape. It was easy to seamlessly celebrate our collection and the natural beauty of the horses.
Can you describe the mood and aesthetic you wanted to capture in styling for a cause that supports animal rescue?
You look into the eyes of any of these gentle horses, and the mood is set. It is about their confidence in being who they are, their inner tranquility that gives them power, and their harmony with the world around them. These are ideals and feelings we want to inspire women to experience. Our shoot aims to give women a sense of confidence, natural empowerment, and inner satisfaction.
What’s the creative process like when styling for a cause-driven campaign? Do you approach it differently than other projects?
It is an entirely different approach. Your first guiding principle becomes on how best to honor the horse, rather than how best to sell a certain item. The surprising outcome is realizing that caring about he horse first actually helped deliver beautiful fashion images. There was an almost natural synchronicity.
Have you had the chance to visit A Horse’s Tale Rescue and meet the horses like Buddy, Ruby, or Sunny? How did that experience influence your work on this project?
Of course! You not only get to meet these horses, but get to learn what makes them joyful, and happy to interact with the creative team. Every individual horse has an individual personality and a unique story. Each one had an impact on my styling and mood choices.
How do you hope the campaign’s visual styling will resonate with Suzy Shier’s customers and inspire them to support this cause?
We hope this campaign provides an emotional connection between our customers and these beautiful animals. Most of us no longer live in a world where a horse is a common sight. Our collective memory remembers, though – whether its through childhood experiences or reading story books – and it is so easy to re-trigger our innate love of horses. We hope this campaign will allow people to rediscover the awesome beauty and majesty of the venerable creatures.
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