Site Meter

H&M’s Fashion Against AIDS 2011

By  |  1 Comment

The lookbook of H&M’s annual Fashion Against AIDS collection is out, and in its fourth year the line comes with a new twist. To further emphasize the fact the disease affects both genders, the Swedish high-street retailer is releasing an array of sporty unisex styles that will suit everyone’s personal take on fashion.

“We wanted to create a unisex collection with a sporty vibe. It felt really liberating to think of the cut, the shape and the fabric first before thinking of what gender it should be for. Key pieces are the slogan T-shirts as well as the sports style jacket with zip details, which can be worn in all sorts of ways. FAA is vital because it is so crucial to make young people aware of HIV and AIDS,” says Ann-Sofie Johansson, Head of Design at H&M.

Because androgyny is the one of the biggest trends of the moment, this collection is going to appeal to our local fashionistas. What would fashion be without those boyfriend-look days? And for the gents, a simple shirt and denim jeans don’t cut it anymore. Styling for men is key these days and there’s no staying relevant in the sartorial community if you don’t pay attention to the details.

While we don’t think we’ll ever be in the right state of mind to wear statement jumpsuits – part of this year’s FAA collection – we are feeling the vibe of many of the pieces of this line. A couple that we will particularly be waiting for to see in person and personally buy are the sleeveless biker jacket and the asymmetrically cut “Brain first, body 2nd” statement tee, featuring Didot, that all-important high fashion font used by Vogue and all other tastemaker wannabes.

The Fashion Against AIDS collection, the initiative which has so far donated 41 million Swedish Krona for Designers Against AIDS (DAA) and various other international HIV/AIDS projects, will hit H&M’s Divided shelves on April 26th. A quarter of the total sales will be donated to youth HIV/AIDS projects around the world.