young people through the creative communities. 25 Percent of the sales price of the range will be donated to HIV/AIDS initiatives.
DAA’s most recent project is the HIV/AIDS Awareness Education Center (IHAEC) in Antwerp, Belgium that hosts students from around the world to teach them how to set up effective and creative HIV prevention and awareness campaigns by using pop culture methodology. H&M is welcomed in DAA's first international training center on 31st March.
H&M and DAA are working together since 2008, and the two partners launched three global Fashion Against Aids campaigns. With the FAA advertisements and collaborations they aim to raise funds as well as awareness. With H&M’s support, it was possible to renovate the DAA's education center, and get it equipped including a bespoke education program.
On the collaboration founder Ninette Murk said: “When I proposed the idea for Fashion Against AIDS to H&M in Stockholm back in 2006 I could never have guessed that it would grow into what it has become today: a well known and admired annual collection/brand, that not only raises awareness about HIV en the need to protect yourself and your partner among an entire generation of teenagers, but also raises funds for 4 charities who work on international HIV prevention programmes, enabling them to start up more campaigns and projects. Without H&M and Fashion against AIDS, we wouldn't have been able to open our new international education center in Antwerp- where we train young people in thinking up creative HIV prevention campaigns for their peers in their home countries - and the fact that we're putting the subject of HIV/AIDS back on the map for many people, makes me truly happy and thankful. Our work is far from over yet, but we're heading in the right direction - and the fashion industry is helping us in a major way!”
The use of social media is one of DAA’s key strengths, which is supported by designer Marc Jacobs, former UNAIDS president; Peter Piot, German pop/rock band Tokio Hotel; and Burlesque style icon Dita von Teese among others. DAA recently became member of the Global Business Coalition on HIV/AIDS, Tuberculosis and Malaria.
Founded by Ninette Murk, DAA was launched by ‘Beauty Without Irony’ in 2004, and originates from Belgium. Last November, DAA launched its first book ‘DAA: The First Decade’ featuring over 150 images illustrating DAA's past ten years.
Image: Fashion Against AIDS (H&M)