The Hindu Business Line : Fashionably caring

Fashion has long been associated with style and attitude. But at the recently held ‘Carnival for a Cause’ at Mumbai’s Taj Mahal Palace, fashion joined hands against breast cancer.

Through this initiative, the Ogaan Cancer Foundation, set up by Ogaan Publications — the publisher of Elle, Elle Decor, Beautiful People and Brides Now — aims to i ncrease awareness about breast cancer and create a corpus of aid for those in need.

Statistics from Tata Memorial Hospital show there were an estimated 90,000 breast cancer cases in India in 2005, leading to over 48,000 deaths. If the trend continues, the figures are expected to reach 1.02 lakh and 55,000 respectively by 2010.

The event brought together the fashion fraternity to create affordable lines of clothing and accessories (inspired by the pink ribbon — the international symbol for breast cancer awareness), which were then retailed exclusively at the carnival. Archana Pillai, Group Publisher, Ogaan, says, “The event was a natural extension of the work being undertaken as part of the Elle Breast Cancer Campaign. Worldwide, the fashion community works to help raise awareness for this cause, and we felt we were in the right position to galvanise the industry in India as well.”

As many as 14 well-known designers participated during the event’s first year in October 2005; this year, 50 designers pledged their association with the cause. The event included a silent auction featuring international brands such as Gucci, Louis Vuitton, Chanel, Cartier, Christian Dior, Hugo Boss and so on.

The carnivals have till date raised over Rs 1 crore and there are plans to expand to other centres. “In the first season we had them in Mumbai and Delhi, the following season we added Bengaluru, and in the third season we have added Kolkata. In the coming season we hope to add Chennai,” she says.

The funds are handed over to the Women’s Cancer Initiative, Tata Memorial Hospital, of which Devieka Bhojwani is a director. Her brush with breast cancer inspired her to reach out to afflicted women, increase awareness and emphasise the importance of early detection. Each year the funds have supported the treatment of 350 women who otherwise cannot afford it and have an 80 per cent chance of complete recovery.

“The carnivals target the individual rather than the corporate donor,” says Archana. The donor tickets are priced Rs 1,000-1,500 and the designer-wear is affordably priced between Rs 500 and Rs 5,000, enabling a wider audience to contribute. “Close to 5,000 people have contributed to this so far. In addition to the monies, it also means many more people out there are getting more closely linked to the cause,” she adds.

One in 30 women in urban India risks developing breast cancer and in rural areas, one in 65 women is at risk. In this endeavour to spread the message, “even a small donation adds up,” she says.

Breast Self Examination: A safety net
Prevent breast cancer
Towards prevention