H&M is launching a new collection from the "Fashion against Aids" series in May. Motto: Festival. Do you want to look like "one of the band"?
For the third time, H&M has launched a collection entitled "Fashion against Aids". H&M wants to draw attention to the topic of safer sex, raise money for prevention projects - and certainly also improve its own image.
On 20 May, the clothes will be hanging in 2,000 shops from Osnabrück to Tokyo. This time, the clothes have not been designed by pop stars and star designers, nor will they be presented by Tokio Hotel, Rihanna and co. At the same time, the campaign is no longer so superficially centred around the message to use condoms.
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Instead, the collection now has a common thread that only has something to do with safer sex at second glance: just in time for the season of big open-air concerts, everything is centred on the "festival" theme. That's why the product range not only includes shirts and shorts, but also tents, sleeping bags and folding chairs. And toiletry bags that already contain condoms - so that they are easily accessible in the tent at night.
And this is how it looks: According to the H&M fashion designers, girls wear a "mix of rock and bohemian, with hints of glamour and ethnicity" at festivals. For the boys, it's all about "looking like a member of the band".
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In recent years, H&M has generated around 27 million euros for awareness-raising work with "Fashion against Aids". This year too, 25 per cent of the proceeds will go to HIV prevention projects for young people worldwide.
