ISLAMABAD: Serena Hotels on Friday partnered with Behbud Association to host a fundraising event under the banner of cultural diplomacy.

The event’s proceeds went directly to the Behbud Maternal and Children Hospital, a vital institution providing comprehensive healthcare services to mothers and children, enhancing the quality of care within the community.

According to a statement, the evening featured an impressive fashion show featuring apparel by artisans from Behbud and a mesmerising musical performance by Saakin, blending entertainment with philanthropy to make a significant impact.

Fashion enthusiasts and music lovers were treated to a memorable experience, showcasing stunning dresses and creations of Behbud Association’s skilled artisans.

This event highlighted their exceptional craftsmanship, traditional techniques and unique designs, supporting community development and empowerment.

Models on the runway helped bridge the gap between artisans and a broader audience, promoting the preservation of traditional crafts and supporting sustainable livelihoods for the workers involved.

Behbud Association PresidentAbida Malik said: “Our artisans create stunning apparel that illustrates their exceptional craftsmanship and dedication to traditional techniques. These pieces are not just fashion statements but symbols of our cultural heritage. With Serena’s invaluable support for our fundraising efforts, we can channel proceeds towards our hospital project, providing better healthcare facilities and supporting the overall development of our community.”

The statement said Serena Hotels recognised the importance of community development and was committed to playing its part in creating a positive change.

Supporting initiatives that uplifted and empowered communities was fundamental to its values.

Published in Dawn, June 8th, 2024