Do you qualify for this UAE designer's COVID relief campaign?

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Behnood Javaherpour
Behnood Javaherpour

Behnoode fashion label founder looking to support furloughed industry workers

By David Light

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Published: Sun 26 Apr 2020, 2:02 PM

Last updated: Mon 27 Apr 2020, 6:00 PM

The last few weeks and months have undoubtedly exposed much fragility in our global society, however, have also brought to light an undeniable spirit of unity. Amid the pain, the stories providing solace often include neighbours banding together whether it be for activities as simple as the nightly doorstep clap for frontline workers, or forming an online chat forum to combat loneliness, to raising money for those financially hard hit by the coronavirus pandemic. We have been lucky to witness more than our fair share of positive action in the UAE and the latest comes from the founder and creative director of Middle East fashion label Behnoode. Designer Behnood Javaherpour has launched an online campaign to help fashion industry professionals, workers and labourers who have lost recently lost their jobs.
Javaherpour is a philanthropist having set up the Behnoode Foundation: a charitable organisation developing creative talents, in 2016. We spoke to the couturier to find out how you can qualify.
How would you explain your campaign?
This initiative applies to anyone working within the fashion industry who has been affected by the virus - directly or indirectly. They will need to fill in a simple form and I will personally read each and every request and I will see how my brand can support them. If you are an employee of a fashion house or brand: fashion factory worker, tailor, cutter, beader, sales executive, or retailer and need help simply go to www. instagram.com/behnoode or check the hashtag #BenoodeGivesBack on Instagram, and click the link in the bio, you will be directed to the form. The relief fund will depend on the responses I get and I am open to others contributing directly to those in need. Once I read the responses, I will make a decision to see how I can help.
What made you decide to step up this initiative? Do you think the fashion industry is doing enough to support its workers?
I have always been a philanthropist. I set up my foundation which supports children in Nepal and I wanted to extend my charity causes to the UAE during this challenging time, especially to the workers who have been affected within the fashion industry. I believe the fashion industry is uniting to support each other and it's inspiring to see it on a daily basis. 
How are you handling #StayHome? Aside from this campaign, are you making new designs?
Being a creative person this #StayHome has given me time to reflect and rejuvenate. Yes, I am constantly working on both my designs and concepts for my next collection. 
What impact do you think this crisis will have on fashion? Will it influence/ change next season's looks when we return? Do you think looks will be more muted as a result or more celebratory because we have come through?
Fashion will always be a form of creative expression. People need clothes to wear and their style is an expression of their personality. I believe that each person will respond differently after the crisis and most people will be looking forward to the opportunity of getting dressed up and going out again, especially after being casual and at home for so long. I truly believe that fashion will make a comeback stronger than ever.
Before the crisis, what were your thoughts on the Middle East fashion industry and how do you think it will change after?
The Middle East has always been passionate about fashion and it's an industry that is currently influencing the world, especially during this time of inclusion and diversity. Middle Eastern fashion is at the forefront of this. Each place has its own unique fashion sense and style. Each city tells its own story from the "glamour" of Milan to the "chic" of Paris or the "street style" of London. We have to celebrate each fashion city for its uniqueness and get inspired by it. 
What message do you have for fashion industry heads at this time?
We are all in this together and together we are stronger. This too shall pass.
Extra info
During the first phase of the campaign, Behnoode will be selecting 20 individuals. All will be subject to verification of their current status before they receive any help and/or incentive grant from the brand.
david@khaleejtimes.com 
 
 


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