The Veil of Care - Shaukat Khanum

Effie Pak Shortlist

Pakistan has the highest rate of breast cancer in South Asia. Almost half of these women die, owing to the stigma around any mention of breasts in the country, and consequently, the lack of awareness around the disease. In a collaboration between renowned fashion designer, Ali Xeeshan, and clothing store, Generation, we launched a dupatta (a traditional veil used by women to cover their breasts) embroidered with poetry from (late) breast cancer warrior, Asma Nabeel, and used it as a new tool to override the stigma around the disease. The dupatta, now hanging in a woman’s closet, served as a simple yet functional reminder everyday to check herself for signs of breast cancer.