12 May. 2009
H&M UNITES WITH CELEBS FOR FASHION AGAINST AIDSFor the second time H&M is teaming up with the charitable organization Designers Against AIDS (DAA) to spread the message of safer sex to young people across the world. On board are many celebrities, including Katy Perry, Dita Von Teese, N.E.R.D and Yoko Ono, who will collaborate with H&M and Designers Against AIDS for Fashion Against AIDS on T-shirts, T-shirt dresses, vests and bodies.
“The designs have a real ’80s feel to them; there’s lots of white, bright colors and graffiti-like prints,” says Ann-Sofie Johansson, Head of Design for H&M. “Girls can wear the pieces with minis, or worn denim and big jewelry, while boys can team them with colored jeans or rolled-up chinos — it all adds to that ’80s feeling.”
This year’s Fashion Against AIDS messages are loud and clear, with bold slogans and colors as vibrant as the summer. “Protection is Power” reads the print wrapped around the front and back of a T-shirt by Róisín Murphy, while N.E.R.D uses a clever graphic to shout out “Use Your Brain” on colored vests and T-shirts. Estelle’s contribution is the slogan “Life is Too Short — Have Sex Be Safe” printed on a vest next to a sassy silhouette of an empowered woman, while Katy Perry’s clever safe sex message is “It’s What’s on the Outside That Counts” on both a body and a cap-sleeved tee.
T-shirts start from £10, T-shirt dresses from £14.99 and bodies from £9.99. Twenty-five percent of sales will be donated to youth HIV/AIDS awareness projects. The collection is made from 100% organic cotton, targets both guys and girls, and will go on sale in H&M’s youth DIVIDED department as of May 28, 2009.
Last year’s campaign was a stunning success, with over SEK 15 million donated to HIV/AIDS-preventative projects. This year’s beneficiaries are Designers Against AIDS, YouthAIDS, UNFPA and MTV Staying Alive Foundation.
Photo by Daniel Jackson
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