Fashion for a good cause, now that should make people say some good things about this otherwise snooty industry, writes Vinod Nair.fashion and trends Updated: Nov 28, 2009 19:52 IST
I have always supported any one doing a charity event. So, when my good old friends Archana Pillai (CEO) and Nonita Kalra (Editor, Elle) told me about their event in Delhi to create awareness on breast cancer and to raise funds, I was only too happy to be a part of it. Besides, cancer is something that I hold close to my heart.
Fashion for a good cause, now that should make people say some good things about this otherwise snooty industry. I was pleasantly surprised when because this was an effort made by Elle India. Usually, foreign magazines have the tendency to follow what the other editions do internationally in India as well. Nonita also told me that this effort has managed to raise Rs 1.2 crores in the kast few years.
I saw the crème de la crème of Delhi turning up at the event as the ambassador for this purpose, and actress Sonam Kapoor lighting up The Emporio in pink, the colour for breast cancer awareness. I think Elle has an excellent ambassador in Sonam. I know some superstar actresses whose film ran with six people for all of six days. They all have one thing in common — the eagerness to demand things. Like business class tickets and five star accommodations, their secretaries and their cats and the most obnoxious behaviour that comes so naturally with them. But Sonam was very friendly and courteous. I was even told that she had no problem in changing her outfit and getting ready for the event in the restroom as she didn’t want the organisers to spend money on hotel rooms as the same can be used for the cause. Not too many think or act the same way these days.
Even brands have come forward for this. There is a Pink Ribbon Rebate going on at The Emporio where brands are selling their products at special prices as part of the proceeds will go to the Ogaan Cancer Foundation.
It was a good effort made by Elle Breast Cancer Awareness and the Ogaan Cancer Foundation. A couple of days later, Ashima-Leena also had an event supporting the cause. Fashion will be more meaningful if such platforms are used for causes such as this one. If more such efforts are initiated, with more genuine intentions such as this one, fashion will no longer be sneered at as it happens now… instead it will be looked at as a more meaningful affair.