‘H&M support global impact’, ‘H&M contributes to the Millennium Development Goals’, ‘H&M supports flood victims in Pakistan’, ‘H&M support the fight against drugs’, ‘H&M and WaterAid’ are some of the projects and initiatives run by the Swedish retailer. Besides, in 2008, H&M also joined forces with Designers Against AIDS (DAA) in order to create a collection called Fashion Against AIDS (FAA), having as main goal to spread the message of safe sex in order to stop HIV/AIDS amongst young people worldwide.
For its spring 2011 Fashion against AIDS campaign, the giant retailer got the help of some celebrity friends including Akon, Selma Blair, Keri Hilson, ‘Gossip Girl’ star Penn Badgley, Nikki Reed and actress Ginnifer Goodwin.
“Artists are an essential part of our campaigns, as they are role models for so many young people. Celebrities help to spread the message by speaking out about HIV/AIDS prevention. We’re asking them to help spread the safe sex message on social media: Twitter, Facebook, their own websites and at their concerts too,” says Ninette Murk, founder and creative director, DAA.
Akon, who stars in the spring 2011 Fashion Against AIDS campaign, considers that prevention is essential since there’s no cure. Besides, for him, this campaign has a more special approach. “I’ve had a lot of friends who’ve been in the situation where their friends and family have been affected by HIV,” he said. “As I travel the world, I see how much HIV affects people. It’s not like we have a cure for HIV, we only have prevention. Make sure you are protected so that you don’t ever have to worry about it. Ever.”
Selma Blair said that, “I think it’s really fitting that this collection is androgynous in style since the disease affects both men and women. It’s a universal thing and we are all in this together. It’s a disease that can be avoided and it’s especially tragic when our ignorance keeps us from safety.”
The spring 2011 Fashion Against AIDS collection is unisex, with an effortless flair, and it includes hoodies, parkas, vests, jumpsuits, and metallic shorts. Many items in the line have bright graphic messages on them such as ‘Safe Ride Only’ or ‘Brain First Body Second.’ The collection will be available both online and in stores starting April 26th. A quarter of sales will be donated to the charity, as well as other AIDS groups. So far, Fashion Against AIDS has raised a total of $4.3 million.
Photos courtesy of H&M