A backstage look at Fashion Weeks for a cause

From Milan Fashion Week to Ukrainian Fashion Week fashion events across the world are feeling the need to use their platform for pressing issues Taking a cue from their international counterparts Indian Fashion Weeks are also taking the plunge by making efforts to raise a coherent voice for good More than 40 unique designer creations were featured on the ramp in support of Save Our Tigers campaign at LFW in March this yearu00a0PicPradeep Dhivar ldquoItrsquos a very noble step and should be viewed positively Fashion Weeks grab eyeballs so they are apt forums to talk about a cause Besides people with heavy purses attend these events so itrsquos a good way to ask them to loosen their purse strings for a good causerdquo reasons Pradeep Hirani CMD of Kimaya Fashions Seconding his thoughts designer Swapnil Shinde reminds us of international model Naomi Campbellrsquos shows under the name Fashion for Relief since 2005 to raise funds through auctions ldquoThese were organised to help victims of tragedies like Hurricane Katrina and the Mumbai terrorist attacks So I see no reason why we canrsquot do it in Indiardquo he asserts rsquoCause itrsquos important The Summer Resort edition of Lakmeacute Fashion Week LFW promotedu00a0the Save Our Tigers campaign and PETArsquos Fashion For Paws initiative and Delhirsquos Wills Lifestyle India Fashion Week created awareness about human trafficking ldquoLFW looks at creative ways to promote social causes with our audience attendees and other stakeholders We work with each of the NGOs to ensure that their association with the event is tailored to their needs which guarantees longstanding awarenessrdquo says Saket Dhankar Head ndash Fashion IMG Reliance the organisers of the event Benazir Suraiya Lead Media and Celebrity Projects Coordinator PETA India adds ldquoThe fashion fraternity and many others not only took home tips on the latest trends but also lessons about being compassionate towards animals on streetsrdquo Actress Waheeda Rehman designer Shaina NC and actress Juhi Chawla during the Caring With Style fashion show in association with the Cancer Patients Aid Association which featured designer Manish Malhotra too PicShadab Khan This year Bangalore Fashion Week that began yesterday is already taking forward this connect by associating itself with the cause of breast cancer awareness Theyrsquove tied up with organisations such as HCG Foundation and Pink Hope Firoz Khan Director Bangalore Fashion Week throws light on the reasons behind the move ldquoThe fashion fraternity has the strength to reach out to people make an impression and be heard We believe it is time we use our voice to do our bit for society and create awarenessrdquo he says adding that breast cancer awareness is a cause that is close to the fashion fraternity given the role of women in the field mdash as designers models or consumers Breast cancer is also most common among urban women ldquoOur event appeals to urban women in particular So we felt that we could reach out to the right audience if we associate it with our eventrdquo explains Khan The event will witness several activities to bring home the point and will feature special shows by designer Abhishek Dutta who created an exclusive Pink amp White Collection to support the cause while designer Arjun Khannarsquos collection will be showcased by male models for the Men in Support initiative Sense behind the fashion Mumbaibased designer Shaina NC known for her association with the Cancer Patients Aid Association and Womenrsquos Achiever Awards says that she has always believed in the concept of glamour with a purpose ldquoWhen we first started these awards 20 years ago it was a relatively new concept My main reason to associate my work with causes is the selfsatisfaction that I get Also not every organisation receives grants or is associated with big names Hence fashion events are a good platform to acquaint peoplerdquo Known for her sari designs Shaina NCrsquos shows have always attracted big names across Bollywood television and politics She believes itrsquos better to have real people across age groups and sizes than skinny models walk the ramp ldquoItrsquos why I chose celebrities from different generations Whatever the mode is our aim should be to give the audience something to think about and then be a part ofrdquo she explainsu00a0 Weave a cause Designer Shruti Sancheti who created a line of apparel in association with the Maharashtra Weaverrsquos Board at the Summer Resort edition of LFW in March will be working with the association again this season August 2013 for her collection titled Saaj ldquoThe board works with almost 300 weavers from the Vidharbha region of Maharashtra I am from Nagpur and I know the condition of these craftsmen and hence this cause is close to my heart The Board was happy with the results and employment that the previous line had generated and they themselves approached me for this season I have worked with 30 to 40 weavers firsthand and there are several others who will get benefited with this kind of a collaborationrdquou00a0says Sanchetiu00a0