Fashion brands donate proceeds to COVID-19 relief

To help India through its second COVID-19 wave, many fashion brands are offering their proceeds to NGOs supporting the cause. As per a Desi Blitz report, global sculptural design jewelry brand Misho Designs has committed 100 per cent of the proceeds from its Mina Sung Cuffs to COVID-19 relief charities. The brand also plans to donate 10 per cent of its overall sales.

Similarly, Bengaluru-based brand Aranyani plans to donate a percentage of its profits to COVID-19 relief. It is also ensuring all its workers are retained and given food and medical insurance.

Established Indian label AM:PM is donating 30 per cent of all sales throughout May 2021. The funds will go to an NGO helping to make Covid-19 vaccinations free and accessible. Until May 5, 2021, 100 per cent of sales from Drawn’s True-Blue Belted Dress will go to Hemkunt Foundation, which is working to get oxygen cylinders distributed across India. The dress is priced at £30. Also working with Hemkunt Foundation is brand Jodi Life which is donating 50 per cent of its sales to the NGO until Sunday, May 2, 2021. The brand is also offering a 20 per cent discount on all sales online using the code Jodicares.

Demi-fine handcrafted jewelry brand Tanzire is pledging 100 per cent of its sales to COVID-19 relief. The brand is donating its sales to both Hemkunt and Mission Oxygen India until Monday, May 3, 2021. Other Indian labels rallying together for India’s COVID-19 relief are Isharya, Eurumme and Twinkle Hanspal.