I saw this campaign and I bypassed the cause and the store it was stocked in. All I could see was that pair of gladiator sandals that Josh Beech is sporting, and the various accessories drizzled on the three models. When I finally did get around to reading I was surprised to find that the pieces were part of H&M’s Fashion Against Aids campaign. Now in it’s 3rd season, the Fashion Against Aids campaign is expanding into more than just t-shirts. On May 20th the Divided section of H&M will include these new fashion “festival pieces” pictured in the campaign. 25% of all sales will be donated to helping a youth HIV/AIDS awareness program.
The style of the festival is a global trend that’s all about freedom of expression and shared experiences. For girls, fashion this summer means a mix of rock, bohemia and glamour, with added ethnic touches, such as denim hot pants or patterned leggings matched with embellished tunic tops. Maxi-dresses can be sexy and tough paired with a leather jacket. Gladiator shoes, chunky bracelets, wide belts and beaded necklaces complete the look, with tribal print headphones to give it an extra twist. For guys, it’s all about looking like you’re in the band; skinny blazers and jackets, faded and patched denim jeans and cropped shorts, embellished vests, paisley sleeveless t-shirts and the essential rocker’s hat are all part of the picture. There are tents, sleeping bags and even fold-up chairs for when new friends come back to the evening campfire.