For past six years, fashion designer Maheka Mirpuri has been providing financial aid to underprivileged people for cancer treatment. While gearing up for the seventh installment of her annual charity gala and fundraiser, to be held in Mumbai on October 4, she happily adds that they have helped more than 1200 patients.
Called Can-Cherrish, the fundraiser is in aid of the Tata Memorial Hospital (TMH) under the aegis of Maheka’s foundation MCan.
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Can you tell us about the collection that you will showcase at the fundraiser?
My collection this year focuses on Indian accents. The fabrics range from rough spuns like jute to the finest mulmuls, silks, Chanderis, taffetas and lehariyas. There’s going to be a huge range from sophisticated pastels to earthy palettes; cherry reds with indigos, blacks, pale pinks and ivories. Thread work, mirror work, gota patti, chikankari, phulkari, pleating and textures are prominent in the collection. Shararas, long kurtas, flouncy skirts, short choli blouses and saris will constitute the range. Shawl-like dupattas make for statement pieces.
Many Bollywood celebrities have come in support of the fundraiser. How much do they contribute to its success?
Our endeavour at MCan foundation is to fight cancer as hard as we possibly can. For the changes that we seek, the challenges that we face ahead, it is important that we strive to bring together voices that can be heard, people who can make a difference! Stars have the ability to increase the public’s awareness to a charitable cause and thus stimulate more donations. While it is wonderful that celebrities have the power to make people aware of causes that need support, their endorsement isn’t the only reason to make the fundraiser a success.
Over the years, the MCan foundation has done some good work raising over Rs 4.92 crore in the six years since its inception which has benefited over 1200 patients fighting this deadly disease. The MCan foundation has been established to enrich the human experience with hope, strength and joy and also to help patients who were dejected from medication and hospitalisation. In the past, the foundation, with the help of significant voices like actors Anil Kapoor, Jackie Shroff, Randeep Hooda, Vivek Oberoi, Kunal Kapoor, Soha Ali Khan and Manisha Koirala, has tried to spread awareness of the importance of helping out those who not only have to fight with the deadly disease but also struggle financially to deal with a bottomless pit for cancer cure.
How would you say your work as a designer has evolved with the experiences you have had over the years?
From a young age, it was evidently clear that fashion was going to be a pivotal part of my life. This journey has been shaped, formed and weaved in many directions. I believe first and foremost, you must own your style. I feel the maturity that comes with age is reflective in my work today.
Fashion on several occasions is used to create social awareness and social causes. How do you see the two connect?
Internationally, a popular strategy among fashion brands is to collaborate with charitable causes as part of a cause-related marketing campaign. In these promotional campaigns, the company develops a unique fashion line, where with every item sold, the brand contributes funds to the non-profit charity. Collaborating with a charity as part of a cause related marketing campaign can increase consumers’ attitudes towards the brand, especially for a high-end brand. For me, starting this fundraiser hits home. I lost my father and brother-in-law to cancer in the span of a year which prompted me to start a crusade against cancer; help the underprivileged in their struggle against the disease.
With the focus being on environment and climate change, the government, individuals and social groups are doing their bit. How can the fashion industry contribute?
Everyone wishes for a nicer world where the earth is filled with beauty within. People wait for somebody to act or make a change. But we are that somebody, so let’s be the change. There are a couple of things that we as voices that make an impact can do and these include being empathetic about the pain of others and finding their echoes in ourselves. The world needs to follow sustainable fashion. The throwaway culture or fast fashion with extremely cheaply priced clothing must stop.
Also, cruelty meted out to animals in the fashion world is shocking. Every year, millions of animals are killed for fashion. People should realise that there’s an immeasurable amount of suffering that goes into every fur-trimmed jacket, leather belt and wool sweater. Saving animals is as simple as choosing stylish cruelty-free clothing. Many variations of faux fabrics look and feel almost identical to the originals. With so many options available, there is no excuse for wearing animal skins. I use the aesthetics of animals for dreaming up embellishments on the outfits which find expression through intricate vintage embroidery. For example, one of my collections, Shouts of Wilderness, sought inspiration from avian fantasies in the sky. And the dominant feature in that collection was the use of antiquated gold zardozi tilla work cut in the shape of a bird’s feathers.
Has the definition of fashion changed for you over the years?
No. Fashion to me has always been about expressing yourself through the choices you make. While for some fashion maybe about comfort or utility, for me, it is about expressing myself. And this definition hasn’t changed for me even today. It is characterised by an attention to detail and to a flexibility of style.
What are the trends this festive season?
Wearing Indian accents should be your go-to fashion mantra this festive season. Heirloom pieces with a contemporary twist is in vogue. Thread work, textures are prominent.
