It’s soon time for the summer festival season, which is one of the most exciting times of the year, and now it’s one of the most giving too! On 20th May 2010, H&M launches their 3rd season of a “Fashion Against Aids” collection, which is also their first festival collection. With 25% of the sales being donated to youth HIV/AIDS awareness projects, and by sending out a Safe Sex message, H&M is doing their part for humanity, and can continue their fashion empire with a better conscience. Uniting music and fashion, they have created a festival theme for the upcoming season, consisting of a bohemian but glamorous look for both guys and girls. From fringe tops, denim dresses and tunics, to gladiator sandals and leopard prints for the girls, and a lot of leather and denim in shorts and jackets for an obvious music interested guy. The collection doesn’t only include clothing though; it encompasses the whole festival experience – from accessories and clothes to tents, headphones, deck chairs and sleeping bags.
For the collection’s ad campaign, children of earlier music icons are perfectly placed in front of the camera, featuring Josh Beech, Lou Doillon and Lizzy Jagger. Not only are they communicating music through their family roots, but also through the fringe hair, free and youthful attitudes, and relaxed bohemian look with a rock and roll touch to it.
The products will be sold in the store’s Divided-section, and there is no doubt it will prepare you for a fashionable time at your festival, and hopefully spreading a message about safe sex on the way.
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