This Fashion Week, Land O’Lakes is bringing Farmcore to life with a national campaign that showcases how purchasing Land O’Lakes products supports 1000-plus farmer owners who are creating impact in their local communities everyday. All shot in Paris — as in, the small town of Paris, Wis.

Land O’Lakes hosted a Farmcore-to-Table Runway event, where models strutted down a dining table wearing authentic Farmcore looks – sourced directly from Land O’Lakes farmer-members. The event was filmed and turned into content for social, connected TV, out-of-home billboards and through content in a collaboration with Dotdash Meredith.

"We believe in shining a light on the incredible impact Land O'Lakes farmers make. They are at the heart of everything we do," said Elizabeth Nelson, director of brand marketing, Dairy Foods at Land O'Lakes. "By collaborating with Battery, we're finding innovative ways to share our farmer owners' stories, helping people see the good that comes from buying Land O'Lakes products. Hosting our own "Paris" fashion week allows us to showcase Land O’Lakes farmers’ impact in unexpected and meaningful ways."

The Farmcore-to-Table Runway event and social campaign invites consumers to work the workwear and devour delicious dairy, because when they do, it supports more than 1,000 Land O’Lakes farmer-owners and their communities.

“Farmers are the backbone of our nation but are not always thought of when you’re buying a pound of butter or a bag of shredded cheese,” said Pat Dunneback, group brand director at Battery. “When working with Land O’Lakes it was important to develop a culturally-connected campaign that not only highlights these individuals, but also shows the brand’s commitment to sustainability, its people, and impact on communities. By leaning into the Farmcore aesthetic, the timing couldn’t be more perfect.”

Other elements of the campaign include a custom apron giveaway and a traveling tableau of Farmcore aesthetic that will be driving through the streets of New York, where consumers can see and share the campaign content. Follow along on Land O’Lakes social channels and on the website at landolakes.com/farmcore.