H&M is set to launch a unisex collection on April 26th called “H&M Fashion Against AIDS,” with 25% of proceeds benefiting youth HIV/AIDS projects around the world. To promote the collection, the fast fashion giant wrangled a bevy of young stars from film, TV, and music including Penn Badgley, Akon, Ginnifer Goodwin, Selma Blair, Keri Hilson, Sky Ferreira, Shiloh Fernandez, Nikki Reed, the Scissor Sisters and ubiquitous fashion scenesters the Misshapes.
“When I was growing up, I thought we were all going to get AIDS–it was this big scary disease, but then it seems like people forgot about it, but the disease is still there and very much part of our lives,” Selma Blair said in a release. “It’s a disease that can be avoided. It’s especially tragic when our ignorance keeps us from safety.”
And as for the unisex designs, Penn Badgley digs it: “I like it! I think it’s interesting. It’s like a blank slate, your own style and how you wear it. The clothes don’t wear you as much as you wear them. The style is simple enough that it doesn’t dictate yours.” Each star wore a piece of the collection in their own way to fit their personal style. Scissor Sister’s Ana Matronic wore a peach trench as a dress. Badgley paired his tee with…a hoodie.
Check out behind the scenes images from the campaign shoot.