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.