With summer festival season almost upon us, H&M will be launching their third Fashion Against AIDS campaign on May 20, 2010 with their first ever Festival Collection - a mix of rock, bohemia and glamour-girl clothing, accessories, tents, and sleeping bags; the selection includes denim hot pants, patterned leggings matched, embellished tunic tops, and maxi-dresses paired with a leather jacket for a sexy/tough vibe. Gladiators, chunky bracelets, wide belts and beaded necklaces complete the look, with tribal print headphones for an added fun twist. 25% of sales will go to youth HIV/AIDS awareness projects which promote the message of safe sex, and some of the organizations benefiting include Designers Against AIDS (DAA), YouthAIDS (focusing on Haiti and Russia), the MTV Staying Alive Foundation and UNFPA, the United Nations Population Fund.
"It’s very important to make people aware of HIV and AIDS. We want to contribute in the fight against the disease by donating a portion of the sales from this collection. For me, festivals are unique and inspirational places, as they unite both music and fashion. To hear your favorite bands, to see and meet creative people gathered together from all over the world and sporting different looks is really inspiring to me" says Anne-Sofie Johansson, H&M’s head of design. “Fashion Against AIDS with H&M is such a good way to reach millions of young people," adds Ninette Murk, founder of Designers Against AIDS. "With the donation money from the past two years, we’re opening our new International HIV/AIDS Awareness Education Center (IHAEC) in Antwerp, Belgium in June 2010, where we’ll teach young people from all over the world how they can start safe sex campaigns using elements from fashion and pop culture. Fashion Against AIDS has opened many doors for DAA, and we’re very grateful for this. It’s so important to keep informing young people worldwide about the importance of safe sex."
- Lesley Scott
||...& don't miss: