The Lux Style Awards organizers confirmed they have chosen not to go ahead with this year’s event as the country faces one of the greatest challenges, battling the outbreak of coronaviruses.

“We stand together with the nation,” they said in a statement on their website. “We will instead redirect our show funds to partner with the Akhuwat Foundation in order to support the impacted members of our entertainment and fashion industry.”

Unilever Pakistan’s Asima Haq says the awards were established 19 years ago to honor and encourage the entertainment and fashion industry in the region.

“Over the years, thousands of people have supported and worked on making it the most coveted award ceremony of Pakistan,” she said. “Today, in these tough times, we want to support members of these industries, whose lives and jobs have been affected by the pandemic.”

Amir Paracha, chairman of Unilever Pakistan, said the awards were also one of the most prestigious forums for honoring and celebrating the best in Pakistan’s entertainment and fashion industry.

He added that they recognized the effect of the postponement, and encouraged people to stay in strength and spirit together.