By: Inna Bosenko
Fiercely, she stomps down the Dsquared² Spring-Summer 2012 runway towards a crowd of frenzied photographers. Light movement of her floor-length chiffon red skirt is leaving the audience breathless. Such a bold explosion of color fills the room with exuberance. The remainder of this rebellious collection incorporated shades of red in prints, accessories and boots. Red is passion. Its enthusiasm and love, and for many years in the fashion industry, red has also been the fight against HIV/AIDS, while raising global awareness on this significant issue.
In the spring, Dsquared² teamed up with Life Ball, a European charity organization dedicated to raising money for research and attracting attention to the importance and threat of HIV. Dsquared² designed a sneaker with an attached red ribbon creating unique footwear with a goal of donating all proceeds to research for a cure of this disease.
Looking through a magazine flooded with advertisements, it can be easily assumed: fashion designers provide glamour and style. What remains unnoticed is the industry’s long-term dedication to fighting against a deadly virus. Dsquared² is only one of dozens of international fashion brands dedicating themselves to contributing time, creativity and money to fund HIV/AIDS research.
Levi Strauss & Co is known for being an exquisite brand presenting customers with perfectly fitting jeans. Yet besides providing fashionable merchandise, this brand’s mission statement includes a campaign focusing on granting education about HIV and assisting people living with this illness. 30 years ago, Levi’s began this movement and since then has been able to raise almost $50 million to contribute to the cause. Making a significant difference, Levi’s brings their edgy vision in drawing attention to the issue. Previously joining forces with an ingenious graphic artist Stefan Sagmeister, Levi’s ran innovative ads urging people to get tested for HIV.
H&M, Gap and MAC Cosmetics are among other clothing and cosmetics companies with memorable advertisements promoting HIV/AIDS awareness. Ads for Viva Glam lipstick by MAC Cosmetics featuring Lady Gaga radiate glamour. On the outside, Viva Glam stands for fabulous daring lip color. Within, it’s a leader of a dynamic 17-year-old movement that donated $95 million to the MAC AIDS Fund. It contributes by spreading their grand influence with stunning ads featuring celebrities such as Elton John, Fergie, Pamela Anderson and Christina Aguilera. So think about it: next time you wear red lipstick for a night out, you won’t just be bold and trendy; you might be supporting a fight against a worldwide issue.
Incorporating red into your spring wardrobe is, in fact, an upcoming trend! Spring-Summer 2012 shows accentuate bold shades of vermillion and scarlet. Prada showcased fire brick skirts, Valentino presented gentle ruby lace gowns and Celine incorporated alluring bright reds into details of several garments. Nonetheless, there is no need to wait for spring to approach; expressing support by wearing red accessories is never out of fashion. As minimum as pinning a red ribbon onto your winter sweater or wearing a red HIV awareness wristband together with a watch can make a global difference.