This is the third year H&M launches a collection for raising money to help HIV/AIDS prevention campaigns. For this Spring Summer 2010 season, some music festivals have been the source of inspiration of this collection. The advertising campaign has Lizzy Jagger and Lou Doillon as its public faces. So, those models are responsible for showing us the clothing pieces which have a hippie chic style.
This collection will be available for sale starting May 20th and H&M will donate 25% of the sales generated in order to benefit some sensitization programs against HIV/AIDS.
Besides clothes, the collection includes several items that a person would need when attending a summer festival: Shelter tents, sleeping bags, and folding chairs.
Ann-Sofie Johansson, designer of this project, said: “For me, festivals are unique and inspirational places as they join both music and fashion. To see your favourite bands, to see creative people gathered, all from different nations and with different looks really inspires me. It is very important to make people aware of the problem with AIDS and HIV and we want to contribute in the fight against the disease by donating some of the sales from this collection.”
