Press Release
14.07.2009
"Together, we can change the World" - A Reflection
A reflection by Creative Director, Dheeraj H.R Harjani: "I first visited Kolkata, India in March 2009 when our store opened in South City Mall. it seems like a world away now, new 21st century air condition shopping malls contrast with the stark reality of crowded streets and slums. Once sheltered and safeguarded in our design offices in London, I question how such extremes are the true reality we live in? Whenever we produce a collection, we always look for 'balanced' pieces that bridge the gap between our casual and evening lines - the so called yin and yang in our design, architecture and contemporary style. Our store in Kolkata seems like a breath of fresh air to a city that is rich in tradition and culture, and is fast becoming a fashion capital within India. In fact, Kolkata fashion week was first hosted this year. However, visiting was a shock to my intuition. My heart was immediately captured by the street children as I began to learn more about the city during my visit.
I spent some time in Kolkata helping a project Aftershock in India is donating to called VlTAL for Children. VITAL for Children is an amazing charitable organisation "working towards a World where no child must suffer the injustice of poverty." There are no administration costs. All the monies go direct to the children and the various projects. Although extremely successful in helping take children off the street and placing them into education, it's various projects highlight serious underlying social imbalances within the systems we live in. Yvonne Neuman, founder of VITAL for Children states "All we need is to look at the truth for while there are millions of street and slum children, there are also millions of us."
Every year Aftershock donates 10% of it's net profits to various charitable organisations around the world not because we have to but because we believe all of us have a social conscious and must give something back to society. These have always been the foundations and guiding principles behind the company. I strongly believe one thing is giving whilst another is taking action. My life changed the day I participated in the project with VITAL for Children because VITAL creates a shared sentiment of "what can I do?"
I never imagined I'd ever meet a girl who was forced into prostitution at the age of 12 because her family could not afford to feed her nor did I ever imagine I would meet the 'lost children' or orphans who rummage the streets in the dead of night trying to pick garbage to sell on for a profit. In the western world, we're exposed to this on TV, Radio and various other channels but what do you do when you encounter it directly?
In fact, what you learn on the project is that these are only children who, despite having no material belongings can still afford to smile, laugh and be friendly. There was so much warmth exuding from them that one sees the beauty of these children that is otherwise hidden by the reality of poverty.
Like a disease, poverty is transmitted from one generation to the next. It causes lifelong trauma to children's minds and bodies. With VITAL, I felt that children now have a chance to break free from that cycle and gain freedom, dignity and protection of basic human rights that we sometimes take for granted. One of the projects included converting a disused Police Station into an education centre with basic teaching facilities. The right thing to do is not simply ignore the situation but address it. As idealistic as it may sound, most of us have the capacity for care, love and empathy towards one another. If we can direct that and share that feeling towards those in a less fortunate position than us, together we can change the World.
Whenever I wake up each day I always ask if I have a positive effect on a person's life then my day has been fulfilled and I can live to see another. In fashion - that translates to helping someone find the perfect piece to suit their needs and in social work - taking the time to be part of a worthwhile cause. When designing, you have to "break the ice" so to speak. Try your best to avoid what everyone else is doing and make your own judgements. Perhaps our brand and collections have an element of this, the creation of social awareness and self being, thus highlighting another dimension for what we stand for."
Click here to read more information on VITAL for Children and it's various projects.
