H&M launches Fashion Against AIDS 2010 Collection

April 13, 2010

H&M will be releasing its newest clothing collection in support of HIV/AIDS initiatives.  The Fashion Against AIDS (FAA) collection has been upgraded with fabulous frocks, separates and accessories galore with African inspired jewelry.  H&M will launch its third Fashion Against AIDS campaign on May 20 with 25% of sales to be donated to youth HIV/AIDS awareness.  The collection will be sold in the Divided youth department with an array of clothing and accessories as well as tents and sleeping bags for the festival season.

“For me, festivals are unique and inspirational places, as they unite both music and fashion. To hear your favorite bands, to see and meet creative people gathered together from all over the world and sporting different looks is really inspiring to me. And it’s very important to make people aware of HIV and AIDS. We want to contribute in the fight against the disease by donating a portion of the sales from this collection,” says Anne-Sofie Johansson, H&M’s head of design.

The style of the festival is a global trend that’s all about freedom of expression and shared experiences. For girls, fashion this summer means a mix of rock, bohemia and glamour, with added ethnic touches, such as denim hot pants or patterned leggings matched with embellished tunic tops. Maxi-dresses can be sexy and tough paired with a leather jacket. Gladiator shoes, chunky bracelets, wide belts and beaded necklaces complete the look, with tribal print headphones to give it an extra twist. For guys, it’s all about looking like you’re in the band; skinny blazers and jackets, faded and patched denim jeans and cropped shorts, embellished vests, paisley sleeveless t-shirts and the essential rocker’s hat are all part of the picture. There are tents, sleeping bags and even fold-up chairs for when new friends come back to the evening campfire. [H&M]

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