Sunday, June 8, 2008

Causes to Care About: H&M Fashion Against AIDS

I have wanted to write about H&M’s “Fashion Against AIDS” since the moment I knew about it; I think it is such a clever idea for such a prevalent cause. H&M and Designers Against AIDS (DAA) joined forces for the edgy collection that is for guys and gals alike. They also teamed up with well known musicians and artists like Timbaland, Rihanna, Good Charlotte, Jade Jagger, Katharine Hamnett, My Chemical Romance, Ziggy Marley, Rufus Wainwright, and Scissor Sisters to model and advertise the new line, (This is just to name a few). The line was created for awareness; 22 million young people (ages 15-24) are HIV positive and 12 million in that same age group have AIDS. “By combining fashion with music… we hope to get these young people to ‘stop and think’ as Katharine Hamnett puts it on one of the garments in this collection”, said Ninette Murk the founder of DAA.

The collection was first available in H&M’s “Divided” series in their stores in February 2008. The artists all participated free of charge and agreed that getting the message out there was payment enough. All the items are made from 100% organic cotton with prices ranging from $15.73- $39.36; 25% of the sales will be donated to HIV/ AIDS prevention projects around the world. “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,”, said H&M’s head of design Margareta van den Bosch. ---Some of the men’s swear line --- Some of the women’s wear line

The message ----

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