H&M and Designers Against AIDS linked up with various artists including Rihanna, Timbaland and Ziggy Marley, to create a cotton collection for guys and girls with proceeds benifitting HIV/AIDS prevention projects. All of the artists participating in the project donated their services for free.
Plans are for 25 percent of the proceeds from the collection to go to HIV/AIDS prevention projects around the world. Another key goal in creating the collection to be named Fashion Against AIDS is to raise awareness about HIV/AIDS among young people. Twelve million people in the 15 to 24 age group are now infected with the virus.
Under the cut check out video footage from behind the scenes of the shoot. Click the picture to see it in full.
"Supporting YouthAIDS through the Fashion Against AIDS campaign was a great way to encourage my fans to join me in the fight against HIV/AIDS. I love that H&M is providing a fashionable and easy way for young people all over the world to get involved in this worthy cause," Rihanna said in a release.