Arpita Mehta launches 'Wishful Wednesday' campaign to raise funds for Covid-19 relief
Womenswear designer Aprita Mehta has launched ‘Wishful Wednesday’ as a fundraising campaign for Covid-19 relief. The designer is donating proceeds from specified collecitons to charities every Wednesday.
For the month of May, Arpita Mehta is donating all proceeds from different clothing collections including her kaftan line to a different charity fighting Covid-19 each Wednesday. On ‘Wishful Wednesdays’, designated garments are marked at 20% online for the event, the brand announced on Facebook.
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.
“Our nation is grieving and so are we,” said Mehta, the Telegraph India reported.
“We are not just going through this, we are going to grow through this. The current situation faced by our country is considerably more dire and is the worst the world has faced so far. It’s time for us to do more and the efforts need to be made immediately.”
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