With Breast Cancer Awareness Month under way, many fashion brands are shifting their philanthropic efforts to give back to the cause. Fashion brands are launching limited-edition collections and empowering campaigns to bring awareness to the disease, which is the most common cancer among women. Many brands are continuing their tradition of giving back to the cause, including Pakistani designer Ali Xeeshan. He recently launched his new campaign, Parday Mein Parwah that serves as a reminder for modest women who are shy to open up about the disease to medically examine themselves for cancer. “In South Asia, a dupatta is a symbol of modesty. Because of this modesty, most women become shy when it comes to breast cancer,” said Xeeshan. His campaign stars writer Asma Nabeel who is a breast cancer survivor herself.