While many are still reeling from the aftermath of  Supertyphoon “Yolanda,” most people would agree that now isn’t really the best time to talk about the latest fashion trends.

Fashion sometimes gets a bad rap. After all, the entire industry is all about looking good—never mind comfort, price or practicality.

So it’s refreshing when people in the industry prove that fashion isn’t just all fluff—that industry people actually do care about things other than four-inch heels or thousand-dollar handbags.

Now, more than ever, the fashion industry is showing just how stylish charity can be. Everyone is helping in their own way; some publications have postponed their regular events to focus instead on fundraising efforts, or held silent auctions during their respective events to help raise funds for relief efforts.

And while the victims will obviously have no use for used designer heels and bags, local and international celebrities like David and Victoria Beckham, the likes of Ingrid Go (The Bag Hag), Kaye Tinga, Inquirer’s Pam Pastor (Polish Police), Muni and The Philippine Red Cross have organized various fundraising sales to buy much-needed food, water, medicine, and yes, underwear for the victims of the typhoon.

Tonight, several of the country’s top designers, models, fashion directors and retail brands, together with the Philippine Daily Inquirer, will stage “Filipino Para sa Filipino,” a big fundraiser for the rehabilitation of the Visayas. All proceeds  will be turned over to Tabang Visayas (www.tabangvisayas.net), an umbrella of various civil society organizations led by reputable foundations.

And in this time of “retail modesty,” designers and brands have begun creating and selling specific pieces to help in fundraising efforts, as well. Lauren Bush-Lauren’s FEED Projects created the FEED Philippines T-shirt, which will help provide 10 emergency meals per shirt sold, while brands like Linda Farrow have donated 100 percent of their sales from last Nov. 15-18 to help in relief efforts.

Some brands and stores have also pledged a portion of their sales to pet charities like Unicef and The Philippine Red Cross.

It seems that more and more are beginning to understand the need to give back in some way. Not only is it the responsible thing to do for a business, but it is also a smart way to craft a brand’s story, heritage and values.

There really isn’t anything more fashionable than taking part in something charitable this holiday season. Now that’s a reason to celebrate fashion.

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