Sebastian Kim
The 2011 edition of Hennes & Mauritz’s (H&M) Fashion Against Aids initiative has been announced, with a larger celebrity support.
The campaign is backed this year by Akon, Penn Badgley, Selma Blair, Shiloh Fernandez, Sky Ferreira, Ginnifer Goodwin, Keri Hilson, the Misshapes, Nikki Reed, and Scissor Sisters.
The unisex FAA collection goes on sale from H&M’s Divided boutiques from April 26, with 25 per cent of sales donated to the Designers Against Aids charity and other HIV–Aids intervention projects. It also goes on sale online.
The FAA campaigns have raised, to date, Kr 41 million.
In the campaign photographs by Sebastian Kim, Selma Blair wears a stylish spring coat over a slogan T-shirt; Penn Badgley wears an essential hoodie over his T-shirt. Shiloh Fernandez sports a khaki nylon parka, T-shirt and jeans; Ana Matronic of Scissor Sisters wears her peach trench as a dress; and singer Keri Hilson wears a slogan jumpsuit.
‘Artists are an essential part of our campaigns, as they are role models for so many young people,’ says Ninette Murk, founder and creative director, DAA, in a release. ‘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.’
Sebastian Kim
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