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H&M launches a festival-themed collection for its Fashion Against AIDS campaign

Katy Perry_striped tank_H&M Fashion Against AIDS H&M is getting into the swing of summer by launching a collection tailored to the bohemian spirit of summer music festivals.

The hip line — which hit stores on Thursday  — is the retailer's third collection for the Fashion Against AIDS campaign, with 25% of sales being donated to youth HIV/AIDS awareness projects.

The guys and girls collection strives to cover the entire festival experience — by encompassing everything from clothes and accessories to tents, fold-up chairs and sleeping bags.

Boho looks for girls include denim hot pants, patterned
leggings, embellished tunic tops, maxi-dresses, leather jackets, gladiator sandals, chunky bracelets and beaded tribal-style necklaces; while guy offerings include classic rock star gear, such as skinny blazers and jackets, faded and patched denim jeans and cropped shorts, embellished vests and paisley-printed sleeveless tees.

“For me, festivals are unique and inspirational places, as they unite both music and fashion," said Ann-Sofie Johansson, H&M’s head of design. "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.”

-- Emili Vesilind

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Photo: Katy Perry in an H&M Fashion Against AIDS striped tank top. Credit: H&M.

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Thanks for the nice article! May I add that our NGO Designers against AIDS proposed the concept of Fashion against AIDS to H&M back in 2006 with the aim of raising both awareness and funds regarding the subject of HIV/AIDS? With new HIV infections on the rise again (particularly in urban areas in the US) and governmental funding for HIV prevention programs diminishing, establishing this kind of public-private partnership is the only way of informing youth (who didn't "catch" the campaigns in the '80's) that HIV/AIDS is still far from over and that it makes sense to be careful.
Kindest regards,
Ninette Murk (founder/director Designers against AIDS)


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