“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 behind the collection is to draw attention to HIV/AIDS and increase young people’s awareness of it. Twelve million young people in the 15-24 age group are now infected with the virus. The initiative for this collaborative venture was taken by Designers Against AIDS (DAA), a non-profit organisation that seeks to mould public opinion through collaboration with fashion designers, musicians and other artists.
“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.
“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 comprises T-shirts, tank tops and hooded sweaters. All garments feature a print and the neckline label carries the name of the print designer. Some of the prints are low-key and subtle, and whisper that this is important. Others raise their voice. Katharine Hamnett’s print in big, black, block lettering on a white background shouts “USE A CONDOM!”, while Tiga’s check all-over print calls for quiet reflection. Some of the squares have a different colour and represent all those who have the virus. The idea behind the campaign is summed up by Henrik Vibskov’s print: Be aware – it is still happening.
“It’s a collection that’s rich in colour, 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. via H&M