A new HIV/AIDS awareness campaign is launched.
This time it’s signed by H&M with help from several designers, musicians and artists (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).
Since 22million young people (15-24 years of age) are hiv positive and H&M targets the young clients (especially with their Divided brand under which this collection will be sold) it’s only natural that they engage in such an awareness campaign.
“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,” Ninette Murk, the founder of DAA (Designers Against Aids).
The collection features t-shirts, tank tops and hooded sweaters with a print and a label with the name of the print designer with prices from $15 to $40 made from 100% cotton available from February 2008.
“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,”, H&M’s head of design Margareta van den Bosch.