H&M launches Fashion Against AIDS with star-studded campaign

H&M have launched their latest Fashion Against AIDS campaign in classic star-studded style, only this time round, it's unisex

H&M has called on a host of its celebrity friends to launch the new Fashion Against AIDS collection campaign, including Selma Blair, Penn Badgley, Ginnifer Goodwin and Nikki Reed.

The collection, which is run in conjunction with the charity Designers Against AIDS, is an initiative to spread the message of safe sex in order to stop HIV/AIDS spreading amongst young people worldwide.

SEE THE ALL THE CAMPAIGN SHOTS HERE

For the first time the collection is unisex this year. Selma Blair wears a long loose shirt over her simple slogan t-shirt, while Gossip Girl hunk Penn Badgley wears a casual grey zip-up top over a grey marl tee and slouchy scarf. The whole collection is really relaxed and easy to wear – in keeping with fashion’s current minimal vibe.

Campaign model Selma Blair commented: ‘I think it’s really fitting that this collection is androgynous in style since the disease affects both men and women. It’s a universal thing and we are all in this together. It’s a disease that can be avoided and it’s especially tragic when our ignorance keeps us from safety.’

Having a famous face to front the collection certainly helps raise its profile.  H&M Fashion Against Aids

Ninette Murk, founder and creative director, DAA, agrees. ‘Artists are an essential part of our campaigns, as they are role models for so many young people. Celebrities help to spread the message by speaking out about HIV/AIDS prevention. We’re asking them to help spread the safe sex message on social media: Twitter, Facebook, their own websites and at their concerts too.’

It is available both online and in stores from April 26th. A quarter of sales donated to the charity, as well as other AIDS groups. So far, Fashion Against AIDS has raised over 41 million Swedish krona.

SEE THE CAMPAIGN HERE

Reading now

Popular