Womenswear designer Aprita Mehta has launched a fundraising campaign for COVID-19 relief. Titled ‘Wishful Wednesday’, the campaign aims at donating proceeds from specified collecitons to charities every Wednesday.
As per Fashion Network, Mehta will donate all proceeds from different collections during May to charities fighting COVID-19 every Wednesday. On ‘Wishful Wednesdays’, designated garments are marked at 20 per cent online for the event
This Wednesday, Mehta’s eponymous brand supported the Hemkunt Foundation and donated proceeds from its reduced shararas and sarees to the cause. The Hemkunt Foundation, which has partnered with many fashion brands during the past month, is a NGO based on the Sikh principle ‘Sarbat Da Bhalla’ and aims to provide welfare for all. The NGO is currently focusing on the second wave of the pandemic and giving people free oxygen, beds, and food at its ‘O2ForYou’ drive through in Gurugram.
