The Australian fashion industry is rallying together to support India, as it battles an intense second wave of COVID-19.
Social enterprise Artisans of Fashion and sustainability consultancy Newromantic have come together to coordinate the efforts of the local fashion industry, launching the Aus Fashion Aid for India campaign.
Taking a phased campaign approach, brands such as Romance Was Born, Bassike, We Are Kindred, Cloth & Co. Alemais (pictured), Carlie Ballard, UNIK Space, KitX and Camilla have already pledged their support for 'Phase 1: Shop for India,' which launched on May 17.
This phase focuses on encouraging consumers to purchase an item, proceeds of which will go to one of four nominated charities:
1. Give India
2. Hemkunt Foundation
3. Goonj
4. Mission Oxygen
Speaking on the campaign, Newromantic founder Valentina Zarew said now is the time for the industry to support its Indian partners.
"The Australian fashion industry, like most countries, relies heavily India - whether it is sourcing from their cotton fields or working with artisans, it provides a unique opportunity to step in and provide aid.
"Supporting our global partners in times like this is what we are all about - it's about real partnership and collective action is the way to do it, we’re better together," she said.
According to the latest data, India recorded another 240,842 new cases of COVID on May 22.
Artisans of Fashion founder Caroline Poiner added that people in the Australian fashion industry may personally know those suffering in the second wave.
"Those of us who have experienced working closely with artisans, befriended communities or as an industry, worked in India as a production hub will no doubt know people who are currently suffering from the impact of the pandemic.
"We have all benefited in some way and now we need to be the shoulder to lean on, we need to support our friends in India and help them get through this critical time," she said.
Meanwhile, the campaign is calling on the wider industry to help raise funds for the charities.
"If you are a brand, retailer, influencer and want to get involved, please go to the Aus Fashion Aid website and register your interest.
"We’re aiming to raise as much as possible as a collective – together, we can," Aus Fashion Aid said.
The second phase of the campaign is yet to be unveiled.
The full list of brands participating in the first phase is below:
- We Are Kindred
- Sambag
- Anna Design
- KitX
- Lee Mathews
- UNIK Space
- Florence The Label
- Bassike
- Hank and Pearl
- Alemais
- Carlie Ballard
- Andeol Moire
- ABC.H
- Spell
- Romance Was Born
- The Upside
- Camilla
- Skillings
- Eloise Panetta
- Del.Rainbow
- St Agni
- Flash Jewellery