AMPM. Photo: Instagram/@ampmfashions
The year 2020 has proved that in times of crisis, fashion brands and creatives often find themselves at the forefront of fundraising for relief movements. Not much has changed for India in 2021, as it battles a second wave of Covid-19, both big and small brands are responding to the catastrophe.
According to India’s healthy ministry data, the country recorded its highest death toll in a single day with 4,329 fatalities in the last 24 hours on May 18, bringing the total to a grim 278,719. The number of total cases also passed the 25 million mark on Tuesday out of which 3,353,765 are active.
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Initiatives taken by India’s fashion industry range from safeguarding workers in their ateliers to raising millions by donating fractions or 100% of sales to organizations working on the ground. “Our response to the pandemic and the assistance required, was a natural reaction,” shared Haresh Mirpuri, founder of conscious luxury brand Aranyani with Vogue India. His accessory brand is one of the many emerging ones to donate a percentage of profits, as well as provide its workers with medical insurance and food.
Mirpur added that they kept “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. In doing so, the only aim has been to help fellow-countrymen in need.”
Below, a list of brands that you can shop from to help Covid-19 relief efforts in India.
AMPM
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Until June 15, Ankur and Priyanka Modi are donating 30% of their label’s sales to the Give India initiative which is raising funds for access to vaccination.
Arpita Mehta
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Throughout the month of May, Arpita Mehta is offering various pieces at a 20% percent discount and donating 100% of its proceeds to different Covid-19 relief charities and organizations.
Khara Kapas
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The handcrafted brand is donating 100% of profits from its specially curated collection to Hemkunt Foundation’s Oxygen Relief Program. All pieces are available at a flat 15% discount.
Megha Bansal
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The luxury clothing label has created a dedicated Covid-19 relief section on their website and will be 100% of its sales to four foundations.
Misho
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The modern, handcrafted jewelry label is donating 100% of the proceeds from its Mina Snug cuffs to various relief charities throughout May.
Read Next: 5 Ways to Help India Amid its Ongoing Covid-19 Crisis
