H&M launches "Fashion Against AIDS" with celeb support

H&M LAUNCHES “FASHION AGAINST AIDS”
H&M and Designers Against AIDS are joining forces in the battle against AIDS and are launching a collection for guys and girls together with Rihanna, Timbaland and other well-known designers, musicians and artists. The aim is to spread awareness about HIV/AIDS, which affects many young people all over the world. The collection “Fashion Against AIDS” will be available in H&M’s Divided departments from February 2008.

The artists taking part in “Fashion Against AIDS” are Rihanna, Chicks on Speed, Good Charlotte, Henrik Vibskov, Jade Jagger, Katharine Hamnett, My Chemical Romance, Rufus Wainwright, Scissor Sisters, The Cardigans, Tiga, Timbaland and Ziggy Marley.
"Supporting YouthAIDS through the Fashion Against AIDS campaign was a great way to encourage my fans to join me in the fight against HIV/AIDS. I love that H&M is providing a fashionable and easy way for young people all over the world to get involved in this worthy cause, "says Rihanna.
The idea for this joint venture was initiated by Designers Against AIDS (DAA), a non-profit
organization that seeks to mold public opinion through collaborations with fashion designers,
musicians and other artists. The desire behind the collection is to draw attention to and increase
young people’s awareness of HIV/AIDS. Twelve million people in the 15-24 age group are now
infected with the virus.
“Fifty percent of the people newly infected with HIV are between the ages of 15 and 24. There is an urgent need to reach this target group. By combining fashion with music we hope to get these young people to ‘Stop and Think,’ as stated by designer Katharine Hamnett on one of the garments in the collection,” says Ninette Murck, founder of DAA.
The artists donated their services, and 25 percent of the proceeds from the collection will go to
HIV/AIDS prevention projects around the world. This will be coordinated by DAA and YouthAIDS, Population Services International’s HIV/AIDS prevention initiative, which reaches more than 600 million young people in 60 countries.
“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”, says Kate Roberts, the founder of YouthAIDS.
The collection features T-shirts, tank tops and hooded sweaters. All the garments feature an original print, and the neckline label carries the name of the designer. Some of the prints are subtle and “whisper” the message such as Good Charlotte’s design which includes a young couple under a red umbrella. Other prints raise their voices, including Katharine Hamnett’s “Use a Condom!” and “Stop and Think” messaging in big, black, block lettering. Tiga’s checkered print calls for quiet reflection, highlighting multiple squares in a different color to represent those that are living with HIV/AIDS.
The message behind the campaign is summed up by Henrik Vibskov’s print design which states, “Be aware – it is still happening.”
“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 Margareta van den Bosch.
Prices vary from to $12.90 to $34.90. All garments are made from 100 percent certified organic
cotton and carry a special hang tag that reads: “This might be the most important piece of clothing you’ve ever had your hands on.”

www.hm.com
For more information about DAA: www.designersagainstaids.com
For more information about YouthAIDS: www.youthaids.org