Clothing brand, Generation, has joined designer Ali Xesshan’s campaign, ‘Parday Mein Parwah’, to raise awareness about breast cancer in Pakistan.
The price of a dupatta is Rs1,998 and is available in stores and online.
The brand joined hands with the designer Ali Xeeshan and a breast cancer survivor, Asma Nabeel, who is also the face of the campaign. Generation said that all profits from this campaign will be donated to Shaukat Khanum Memorial Cancer Hospital & Research Centre.
Sharing a picture from the campaign on social media, Generation stated, “We’ve joined hands with @alixeeshantheaterstudio and @asmanabeelan to bring you a one of a kind Dupatta for which we’ll be donating all profits to the @shaukatkhanum.”
In another Instagram post, the brand wrote, “Approximately 90,000 cases of breast cancer are diagnosed every year in Pakistan! On grounds of modesty, women often hesitate to check themselves that can stop the disease at an early stage. We bring to life a dupatta that reminds and instructs women to check themselves.”
Read More: Five-step guide to breast self-examination
Ali Xeeshan started the campaign in March 2021 to talk about the stigma around breast cancer.
