Rock out at summer music festivals in the Swedish clothier's third annual Fashion Against AIDS collection.
Planning to attend Bonnaroo, Lollapalooza, Glastonbury, or Sasquatch this summer? Thanks to Swedish clothier H&M, you can either sport eco-friendly clothing or their new festival line, which is their third annual Fashion Against AIDS collection. One quarter of proceeds from the line, which debuts in stores on May 20, will go to youth HIV/AIDS awareness projects.
In the three years it has spent helping the fight against AIDS, H&M has raised over 30 million Swedish krona (approximately $4.6 million) for the cause. Most of the money has been donated to Designers Against AIDS (DAA), which brought the idea of Fashion Against AIDS to the retailer. DAA helps raise awareness of HIV and AIDS among youth groups through campaigns and peer education.
Ninette Murk, the founder of Designers Against AIDS, thanked H&M for their work on behalf of the foundation in a release: "Fashion Against AIDS with H&M is a great way to reach millions of young people. With the donation money from the past two years, we’re opening our new International HIV/AIDS Awareness Education Center (IHAEC) in Antwerp in June 2010, where we’ll teach young people from all over the world how they can start safe sex campaigns using elements from fashion and pop culture."
So what will the line include? Exactly what you'd expect from hip, young, and modern H&M (and what you'd want to wear to a music festival). For girls, think denim hotpants (for the more brazen among us), embellished tunics, maxi dresses, leather jackets and the perfect funky yet bohemian accessories: chunky bracelets, wide belts and beaded necklaces.
As for guys, the release says it's "all about looking like you're in the band, with slim blazers and jackets, faded and patched denim jeans and cropped shorts, embellished waistcoats, paisley vests and the essential rocker's hat are all part of the picture." And the line doesn't stop at clothes; it includes festival essentials such as tents, folding chairs and sleeping bags.
If you were already planning to hit the festival scene this summer to see your favorite bands, why not stop in at H&M to donate some money to AIDS advocacy groups first? Check out the lookbook online and head to stores on May 20 when the line debuts. You'll be the coolest kid at the festival, we guarantee it.
Photos courtesy of H&M Fashion Against AIDS.