Famous celebrities, together with one of fashion's leading retailers, have teamed up to spread awareness about HIV/AIDS. H&M and "Designers Against AIDS" have collaborated to launch the "Fashion Against AIDS" collection.
Rihanna, Timbaland, Chicks on Speed, Good Charlotte, Henrik Vibskov, Jade Jagger, Katharine Hamnett, My Chemical Romance, Rufus Wainwright, Scissor Sisters, The Cardigans, Tiga and Ziggy Marley have rendered their services free to design graphic clothes for men and women.
The collection of t-shirts, tank tops, and hooded sweaters are made out of 100% organic cotton. They also carry the name of the celeb designer at the label.
According to music artist Rihanna, "Supporting YouthAIDS through the Fashion Against AIDS campaign was a great way to encourage my fans to join me in the fight against HIV/AIDS. I love that H&M is providing a fashionable and easy way for young people all over the world to get involved in this worthy cause."
25% of the proceeds go to HIV/AIDS causes worldwide.
The collection is set to hit H&M stores globally in February 2008.
Awareness Through Celeb-Designed Apparel
H&M's Fashion Against AIDS Collection
Trend Themes
1. Celeb-designed Apparel for Cause Awareness - Opportunity for brands to collaborate with celebrities to create apparel collections that raise awareness for social causes.
2. Organic Cotton Clothing - Growing demand for sustainable and eco-friendly fashion products, driving the adoption of organic cotton clothing.
3. Fashion for Social Responsibility - Increasing focus on fashion brands and retailers embracing social responsibility by supporting charitable causes through special collections.
Industry Implications
1. Fashion and Apparel - Fashion brands can explore collaborations with celebrities to create purpose-driven apparel collections, creating awareness and driving sales.
2. Social Cause and Nonprofit - Nonprofit organizations dedicated to HIV/AIDS causes can leverage the popularity of celebrities and fashion collaborations to raise funds and awareness.
3. Sustainable Fashion - Eco-friendly fashion brands can capitalize on the growing demand for organic cotton clothing by incorporating sustainability into their product offerings.