H&M FIGHT AGAINST AIDS

Fashion Against Aids, also known as FAA, is an important campaign that aims to raise awareness and money for AIDS. This year H&M is contributing with a unisex collection that aims to send the message that AIDS is not  a gender bias.

“We wanted to create a unisex collection with a sporty vibe. It felt really liberating to think of the cut, the shape and the fabric first before thinking of what gender it should be for. Key pieces are the slogan T-shirts as well as the sports style jacket with zip details, which can be worn in all sorts of ways. FAA is vital because it is still so crucial to make young people aware of HIV and AIDS,” says Ann-Sofie Johansson, Head of Design at H&M.

“H&M’s FAA campaigns are extremely important, as it is essential to spread the message to young people worldwide to take care and have safe sex. The main message is: life is beautiful, so keep it that way and be safe, both for yourself and your partner. HIV is everywhere, not just in Africa, not just in the gay community – HIV concerns us all. If you’re old enough and wise enough to make love, you’re also old and wise enough to take care,” says Ninette Murk, founder and creative director, FAA.

This collection allows for personalization so men and women can create their own look with the printed t-shirts, belted chinos and a range of soft flannel jumpsuits. Attention to comfort is obvious with the collection and colors are naturals as well as pale pastels which means they can be worn by all. The collection will be on sale in the Divided area of H&M stores from April 26th with 25% of all sales going to help fight HIV/ AIDS around the world.

Adelaide Kwaning is a guest blogger for Calgary Fashion. You can find more of her fashion and beauty related articles including makeup tutorials on her blog Trench and Accessory.