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Homegrown fashion and accessory labels respond to the need of the hour and offer up to 100% of their proceeds to NGOs We are in a time of crisis. While at any other time, fashion could have been an escape eight LBDs to match your inner rage and helplessness, perhaps now it seems silly to talk about it in the ways we are used to. Instead, amidst the pandemic chaos, young indie fashion brands have been leading the way with fundraising drives. With online sales actioned, proceeds are being donated to organisations working towards Covid relief. “The last 15 months have been tough on young brands. Still, given how dire the situation in India is, help is help,” says Gauri Verma of crafts-focussed brand, Jodi. Brushing aside questions on whether the ‘me too’ pressure has been a factor, Karuna Laungani, her partner, adds, “There will always be someone doing something first. What’s important is one is not last.” ....
BENGALURU: It s the little things that add up to make a big difference and it was the small home grown brands of our fashion community, who came forward to make a change as our country continued to battle the unprecedented second wave. While some brands choose to donate 30-100 per cent of their sales to charities such as Hemkunt Foundation and Give India s COVID Missions who have been on the forefront of oxygen and meal distribution, Bengaluru-based brand Summer House founded by Rekha and Shivangi, believed in cooperation over competition by choosing to support other home grown brands through their Instagram. ....
Beat the heat with summer handlooms - Times of India indiatimes.com - get the latest breaking news, showbiz & celebrity photos, sport news & rumours, viral videos and top stories from indiatimes.com Daily Mail and Mail on Sunday newspapers.