Young brands, big heart

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.”