For some brands, rallying for their fellow citizens in the time of need was a natural step. Designer Payal Singhal had already started reposting calls for help and donating funds when the second wave hit; but recently her brand set up the #PSFundraiser to aid the Helping Hands Foundation for Covid relief work. The virtual fundraiser will feature a specially curated collection at a 20 per cent discount, where a 100 per cent of the proceeds will be donated. The looks will be featured on the brand’s muses like Juhi Godambe and Shibani Dandekar, whose massive audience will help amplify the efforts. “I felt that since we had the network of PS girls who had major influence, it’s only natural that we should come together to provide Covid relief, and that’s how the idea of the fundraiser was born,” says Singhal.