Fashion labels rally around to pile up COVID relief funds

Khadi Fashion Show

In ravaging times, the creative industry is pitching in to raise funds as fashion labels, be it small boutique-based designers or the renowned ones, both are pledging to apportion their sale proceeds to organizations in need.

As the whole country reels under the lashes of the deadly wave, designers in India & abroad are exhorting audience linked to their social media network to make a contribution to the covid relief fund either by making purchases, as the proceeds from the sale they assure will go to the needy organization or directly to that organization as they also provide the link.

Some designers have taken up the sketch art and then showcased their personal creative outlet on social media to raise funds, Designer Amit Aggarwal selected three pieces of charcoal and ink, pen and ink, and mixed media out of his personal sketchbook and put it on various media. His label had also conducted fundraisers for craftspeople in the earlier stages of the pandemic.

London-based sculptural jewelry designer Suhani Parekh of Misho Designs is disposed to transfer 100 percent of proceeds from Mino Sung Cuffs and 10 percent of all sales to COVID relief charities this month.

Designer JJ Valaya has pledged 20% of his signature label’s sales (online and all offline sales at both domestic and international stores) to Hemkunt Foundation, Khalsa Aid India, and GiveIndia. The support, the designer states, will continue till the situation improves during the second wave of COVID-19.  There have been no cutbacks on wages and salaries for all the staff including craftisans and karigars as asserted by the label.

Besides charity funds, newly established labels like Metallurgy, credited for using upcycled materials, are also prudent about the need of creating employment opportunities as well. Founder Adveita Mathur tends to dispatch 100 percent of sales from a curated collection of bestsellers towards COVID Relief for the next couple of weeks. She encourages the Karigars working for her brand to stay home and work from there only.

Bengaluru-based conscious luxury brand Aranyani, founded by Haresh Mirpuri solemnly pledges to donate a percentage of profits, donate rice and also ensure all its workers are retained. Brand upholds the goals of the United Nations 2030 Agenda. According to the founder, this was possible by keeping efforts focused on who we could assist in a timely fashion. That was our craftsmen and the community immediately in the vicinity of our atelier.

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