Supportive Style

What’s the best way to reach young people about a topic they NEED to listen to?  Intertwine fashion and music with some serious education, and you’ve got one successful marketing strategy.

This is just what H&M is up to again for the second year in a row. After an overwhelming response to a similar campaign last year, they have once again paired up with Designers Against Aids (DAA) for Fashion Against Aids to promote AIDS awareness. H&M has collaborated with celebrities from the worlds of fashion and music to come up with bold T-shirts, dresses, tank tops, and body suits that get the message across.  Stars such as such as Katy Perry, Yoko Ono, Dita Von Teese, and N.E.R.D. are onboard this year, and have produced some pretty daring designs sure to be noticed. In addition to clothes that serve as awareness boosters and conversation starters, 25% of sales will be donated to HIV/AIDS awareness projects. These chic and clever clothes for both men and women went on sale in H&M’s DIVDED department May 28th. If you haven’t opened a new tab yet to check out the collection, keep reading. Designers usually can’t work images of condoms into their projects and actually sell them. This is a pretty unique collection.

Everything designed for this project is a statement piece.  Each is witty, trendy, and a little piece of the celeb who designed it. The overall theme is reminiscent of the ’80s, so you’ll see lots of white, bright neon colors, and graffiti-style fonts and images. There’s a bold item for everyone, whether you’re into baggy T-shirts or form fitting body suits. Cyndi Lauper’s tanks scream “Girls just wanna have safe sex” in bright pink, while Katy Perry contributed a leotard and shirt that claim “It’s what’s on the outside that counts.” Dangerous Muse designed a classic tee with a heart on the front (…made of condoms), while N.E.R.D. urges people to “Use your brain” on a series of colored shirts and tanks. There are several other interesting and amusing pieces that will make you look twice. If the thought of wearing birth control or the word “SEX” or on your chest is intimidating, pick up something a little more subtle like Yoko Ono’s shirt that simply states “Imagine peace.” It’s inspiring how each celebrity came up with their own unique way to communicate the same thing. And just because these clothes were designed by celebrities, they don’t come with a superstar price tag- almost everything is under $20.

At the end of 2007, over 33 million people worldwide were inflicted with AIDS. It’s no wonder popular stores like H&M and much-adored celebrities are getting involved; it’s their call to fans and customers to join them in the fight against AIDS. But instead of asking for donations or bombarding you with e-mails we identify as “junk,” they realize this may be a more effective way to spread the word to a young, busy generation. (And as a young, busy college kid, I can confirm they’re assumption.) When it’s this easy to support such a worthy cause, there’s really no better excuse to go shopping. Spend a few minutes on H&M’s website for more information or just head to the nearest store to check it out!