Fashion Against Aids

Today, Incognito invites you to pay attention to H&M initiative to fight Aids thanks to its new collection Fashion Against Aids. This kind of initiative reminds us that fashion is not always all about appearance. It is also able to gather people around such great causes like this one.

 

For the fifth year in a row, H&M launches its collection "Fashion Against Aids" aimed at promoting the fight against HIV. The items of the collection, which prices go from 9,90 € to 29,90 €, will be available on April 26th, 2012 in H&M stores. They already have brought 41 million of krona to the swedish brand, that is to say more than 4 million of euros.

Not only does the initiative launched in collaboration with the organization "Designers Against Aids" aims at seconding information campaigns about the most spread virus on earth, but it also participates actively in its fight and research. 25% of the profits received will be given to associations which fight everyday the plague of the 21st century.

H&M and DAA are not alone in this fight. Each year, a tidy number of artists, stars and personalities are taking part into the action to try to make things better. "Artists are an essential part of our campaigns, as they are role models for so many young people" asserts Ninette Murk, the founder and artistic director of DAA.

On 2011, the participation was as huge as ever because Penn Bagley, Selma Blair, Akon, Keri Hilson, Nikki Reid, Ginnifer Goodwin, The Misshapes, The Scissors Sisters, Sky Ferreira et Shiloh Fernandez created t-shirts and posed for the collection. They succeeded to famous people like Yoko Ono, Dita Von Teese, Rihanna, Katy Perry and so many others. 

Penn Bagley for the 2011 collection

Selma Blair for the 2011 collection

 

The 2012 Fashion Against Aids collection is flashy, colorful, and has a 90's feel to it, in brief it is in vogue. I like how they renew old classics and the simplicity of the clothes' cut. These clothes still have the H&M style, and yet are affordable and are adaptable to everyone's taste.

9.95€ skirt

                                                               A perfect ombre dip dye dress to go to the beach

Leggings 14,95€

This summer's must-have, sober, the details on the pockets

My favorite item

Colorful bracelet

But my big crush is on the accessories, which are marked by the 60's and the 70's, a trend that we also have seen during fashion shows. The accessories are colorful, old school and a little bit hippie. Perfect for the summer to come.

The slogan "I wear, I care" gives rhythm to the campaign and reminds us that fashion is not only a way to choose clothes but also a mean to spread messages, rise consciousness that is to say a mass culture. Because it is international, fashion has a voice that is able to be raised in order to defend common causes. 

And H&M reminds us that as powerful we are, we must not forget that big things are made of the accumulation of little things. Little things like you and me, so care ! If it is not with H&M, do it with something else..

Blondyn_Bubble

(translated from french to english by Shug'A'Very)