H&M is continuing its philanthropic initiative ‘Fashion Against AIDS,’ launched back in 2008, which a new extension. This time the retailer is calling people from all around the globe to contribute to the cause by… kissing, which is probably the most pleasurable way to get involved. H&M is inviting to visit the www.fashionagainstaids.com digital hub and upload a picture of your kiss—for every entry, H&M will donate $1 to HIV/AIDS prevention. At the moment, there are already over 14,000 images from 109 counties uploaded, so the hub has already helped to generate over $14,000—the sky is the limit.
Photo: A snapshot from the www.fashionagainstaids.com hub
The retailer is also inviting its consumers to buy items from its latest Fashion Against AIDS collection, which hit 300 select stores around the globe on April 26 (it’s also available at www.hm.com/faa). For the collection, H&M teamed up with international artists and illustrators, who developed hilarious prints, which “put global tribes in a 21st century context.” Purchasing an item from the new collection, which includes blouses and bustiers in the African style, T-shirts featuring folkloric Inuit patterns from Greenland, cropped harem trousers for guys, jewelry and accessories to name but a few, you automatically make a donation to related charities.
The retailer says that “25% of all sales will go directly to a variety of international youth HIV/AIDS awareness projects”—this year’s recipients include Designers Against AIDS (DAA), United Nations Population Fund, YouthAIDS and MTV Staying Alive Foundation. For the past 4 year, the initiative helped raise around $ 6.7 million (45 million SEK) to help spread the message about AIDS spread prevention.
“I love this year’s Fashion Against AIDS collection. It brings together so many global styles that send not only a powerful fashion message, but also help spread the word about HIV/AIDS awareness. It’s great that the collection includes the work of artists and illustrators from many different countries, helping us to raise funds for these vital youth HIV/AIDS charities,” shared Ann-Sofie Johansson, Head of Design, H&M.