Recently, the international retail chain H&M and the Designers Against AIDS (DAA), came together and launched a limited edition clothing line. "Fashion Against AIDS", or the special edition AIDS awareness clothing campaign, features everyone's favorite celebrities from Rihanna to Good Charlotte. In each advertisement the celebrities are pictured modeling their own personalized t-shirt created for the line. According to H&M.com, the "collection" will be available for "guys" and "girls" in February, two months after AIDS awareness month.
"H&M and Designers Against AIDS (DAA) are launching a collection for guys and girls.... [with an] aim to spread awareness about HIV/AIDS, which affects many young people all over the world. The collection “Fashion Against AIDS” will be available in H&M’s Divided departments from February 2008."
One may remember when The Gap did something similar with their limited edition "Inspi(red)" clothing collection. A collection which fought for the same cause, but was
linked with other merchandise that used the color red also as an underlying theme.Companies like Motorola, Apple's iPod, and many others designed limited edition merchandise that was then advertised with celebrities, that were synonymous to pop culture.With each campaign both fashion companies used celebrities that were instantly identifiable and easily capable of being related to. In each individual ad the celebrities featured, were depicted doing what they were known for. Comedian Chris Rock, known for his witty yet edgy jokes, was pictured
in a comical facial pose that evoked funny and intriguing emotions. At first glance one would pay attention for the simple fact that in his advertisement, he is featured screaming. However, once one realizes who he is the ad transforms from alarming to comical. This campaign was also successful in good public relations also. Bono and Oprah, two modern day icons, were seen being involved with the campaign. This provided the perfect public relations for the campaign, allowing consumers who normally follow the activists to relate and become interested if they hadn't already taken interest before. According to Gap.com, Bono is one of the "founding forces behind Product (RED)", which is described as a "global business initiative that raises awareness and money for the Global Fund by teaming with icon[s]".
Following in the successful footsteps of The Gap, H&M wishes to also achieve similar success using celebrities that are synonymous to their company theme; a company, that is involved in the trends created from areas of pop culture life. Rihanna, a platinum selling artist who is known for her trendy but, avant garde image, is featured modeling her own design. Featuring Rihanna, may reach the younger consumer. The consumer demographic that is primarily affected by the epidemic.
H&M highlights,
"Supporting the Fashion Against AIDScampaign was a great way to encourage my fans to join me in the fight against HIV/AIDS. I love that H&M is providing a fashionable and easy way for young people all over the world to get involved in this worthy cause, “says Rihanna.
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However advertised or produced, companies like H&M and The Gap are favorable for taking such an initiative in the global fight against AIDS. Fashion is only a small step in gaining public attention toward the epidemic. But, it is definitely a step in the right direction!
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