H&M‘s annual Fashion Against AIDS effort’s collection consists of around 20 pieces for women, 12 for men and some 20 accessories ranging from headphones to sleeping bags and a logo tote. The items will go on sale on May 20 at 200 selected H&M stores and a quarter of sales will be donated to youth HIV/AIDS awareness projects.
The advertising campaign, shot by Dan Mårtensen, shows Lizzie Jagger and Lou Doillon hanging out in a festival setting with male model Josh Beech, who moonlights as lead singer of British rock band Snish.
The women’s outfits include fringed tunics, cut-off denim shorts and tops embellished with sequins or ethnic details for a bohemian vibe. The look is completed with gladiator sandals and chunky jewelry. The men’s collection focuses on slim blazers and battered denim shorts, faded shirts and a leather biker jacket.
If that tent and sleeping back does not tempt you to want to attend a music festival then only the good Lord knows what will.
The Stylistic Approach