H&M Launches "Fashion Against AIDS" Campaign

Swedish fashion mega retailer Hennes & Mauritz (H&M) is launching its crusade against AIDS in a fashionable way with a special collection for him and her featuring celebrities such as R&B star Rihanna, rapper/producer Timbaland, iconic rock performer Rufus Wainright, and the rock band Good Charlotte to name a few, called "Fashion Against AIDS".

Created to raise awareness on the danger of HIV/AIDS among the young generation, the collaborative effort was made possible with Designers Against AIDS, a non-profit organization that seeks to mold public opinion by blending fashion designers with musicians and other artists. The artists participate free of charge and 25 per cent of the collection proceeds are then channeled to HIV/AIDS prevention projects around the world.

“Fifty per cent of the people newly infected with HIV are aged between 15 and 24. There’s an urgent need to do something in this target group. By combining fashion with music in this way we hope to get these young people to ‘stop and think’, as Katharine Hamnett puts it on one of the garments in the collection,” says Ninette Murk, the founder of DAA.

Echoing the same belief is Kate Roberts, the founder of YouthAIDS. "Every fifteen seconds someone in the 15-24 age group contracts HIV/AIDS. Shopping has never been more important. Every garment sold makes a difference,” she says.

The Fashion Against AIDS collection comprises of t-shirts, tank tops, and hooded sweaters with prints and a neckline label carrying the name of the print designer with a combination of both low key and vocal messages. For example, Katherine Hamnett printed her "USE A CONDOM" message in big, black block lettering while artist Tiga check all-over print calls for quiet reflection.

"It's a collection that's rich in color, with considerable commitment going into every garment. The artists have created personal prints with a strong sense of style," says H&M's head of design, Margaretha van den Bosch.

For R&B star Rihanna, Fashion Against AIDS is a great way to encourage her fans to battle the dangerous yet deadly disease. She also love the H&M's idea in providing a fashionable and easy way for young people all over the world to get involved in the worthy cause.

Other stars and artists who are joining Rihanna in this good cause are celebrity designers Jade Jagger, Katherine Hamnett and Tiga along with musicians The Scicssors Sisters, My Chemical Romance, and Chicks on Speed.

The Fashion Against AIDS collection will be available at all H&M Divide department starting February 2008 and ranges from £7.99 to £19.99. The collection is made from certified organic cotton and comes with a special hang tag that reads: “This might be the most important piece of clothing you’ve ever had your hands on.”

*Photos courtesy of H&M.

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