On February 17, Sweden-based clothes brand Hennes & Mauritz AB introduced its new collection of unisex clothing for both men and women as part of its involvement in Fashion Against AIDS program aimed at raising awareness of HIV/AIDS and preventing its further spread. To learn more about the campaign, visit the dedicated website at www.designersagainstaids.com

Image: www.cisionwire.com

The collection will hit the brand’s stores on April 26, 2011. The manufacturer says it will donate 25% of sales to Anti-AIDS initiatives all over the world.

Unisex style was chosen as the main style of the collection to stress that AIDS issues are of equal importance both for young men and women. This is a universal clothes: comfortable, loose and of natural colors that will fit almost anyone. What is special about the collection is that the sporty T-shirts, blousons and parkas leave much space for creativity and customization: «sleeves can be rolled up or zipped off, waists can be belted and garments totally adapted from one item into another», according to the official press release.

“H&M’s FAA campaigns are extremely important, as it is essential to spread the message to young people worldwide to take care and have safe sex. The main message is: life is beautiful, so keep it that way and be safe, both for yourself and your partner. HIV is everywhere, not just in Africa, not just in the gay community — HIV concerns us all. If you’re old enough and wise enough to make love, you’re also old and wise enough to take care,” said Ninette Murk, founder and creative director, Designer Against Aids initiative.