Wednesday, 19 May 2010

H&M - Fashion Against Aids

Today is the launch of H&M’s Fashion Against AIDS (FAA) collection in selected stores (Stadiou in Athens, Ag. Sofias in Thessaloniki). A special line for a very important cause, as in the past two years has raised over SEK 30 million to help raise HIV/AIDS awareness and fight the spread of the disease. This season, FAA has gone for the summer festival theme, a great choice for the young audience the brand aims to alert and with a rock-boho concert approach, lively captured by Dan Martensen's lense. The campaign illuminates concert vibes, bringing in mind flashes of famous past festival shots. I couldn't help noticing the similarities between the photo above and that below (Kate Moss & Pete Doherty, back in the days).
Whether images like this were used as inspiration I can only guess, but either way, the essence of the shoot is strong, realistic and up to date. All the better if extensive research was involved. There's also an excellent website supporting the theme online, check it out here for festival videos, fashion and survival tips. Quite a project.
Yet again, let me say it is great when a fashion brand chooses to use its popularity for such a humane matter, way beyond what we wear to look good. However, remember that a dress can only remind you to stay safe. Once that's removed, it's something else one's got to wear to actually be safe.

*Shopping Therapy was at the in-store preview of the collection last night. Check out her report here.

8 comments:

sofi moukidou said...

panemorfa rouxa gia kalo skopo! ti pio wraio!
p.s. euxaristw para polu gia thn plhroforia, giati hxera oti shmera 8a evgaine h sulogh, alla dn perimena oti 8a einai kai sthn 8essaloniki.

Fashion Butter said...

ha! love that last part - very clever.

lopi said...

I saw that military jacket that boy is wearing, and it's amazing! I think it's actually from the womens collection and I'm seriously contemplating it...

* elenh * shopaholic * said...

Εισαι σιγουρη οτι ειναι μονο στα μαγαζια που ανεφερες στην Αθηνα?Στην ερμου για παραδειγμα δεν θα ειναι?

Princess Margot said...

I too love your last sentence and I applause!!!!

xxx

Alecca Rox said...

*elenh - yeap, so say my sources, stadiou only. if you discover otherwise do let us know;)

Niki Asimakidis said...

ofc H&M is humane, but not so much when its factories move out of China ones this country establishes laws against child work :/

so everything is relative (but still, a strong concept and as you implied--> up to date.)

following u.

Niki Asimakidis said...

ofcourse! ;) I try to think about such things now as I develop my own brand :) and I hate to say it but I think we all would choose the "easy way" :/ if we could and not think too much about the consequences..

well who knows what the future will bring. H&M can only get better, so let´s hope they focuse more and more on environmental stuff ;)