December 1st is the WorldAIDS Day and the world of fashion contributes at the various fundraisers with several capsule collections. When it comes to charity, is not very politically correct to make distinctions between a brand or another, but this time you have to forgive me because there are two collections that really caught my attention, the “whispered” one by Maison Martin Margiela and the OVS Industry one.
Every year since 1994 Maison Martin Margiela makes the charity AIDS t-shirt, a limited edition printed T-shirt saying: “There is more action to be done to fight AIDS than to wear this t-shirt, but it’s a good start. “. Unfortunately the text is unreadable because part of it is printed inside and so you could easily ask me: Why make an unreadable ton-sur-ton writing instead of a fully colored slogan, visible from a long kilometric distance?
The answer is simple and ingenious. This kind of unreadable writing invites people to wonder what is written in the inner part of the shirt and this curiosity will inevitably give rise to a dialogue about HIV and AIDS between who wears the shirt and the curious observer I believe that in this little trick we can recognize the talent and the genius of Martin Margiela who has exploited one of the main characteristics of the human being, curiosity, making us think and discuss about social issues that affect the entire world population.
Since 2010, the brand has also decided to create an annual edition of t-shirts in different language. After Japanese in 2010 and French in 2011, this year has been chosen Chinese and for the occasion from November 28 until the end of December Hong Kong and Beijing will held an exhibition of photographic portraits of international celebrities wearing the charity t -shirts.
The second World Aids Day collection that I really appreciated is the OVS Industry one. The Italian low cost brand presented MAKE LOVE WITH, a tops and t-shirts capsule collection for the UNAIDS “Getting to Zero”campaign designed by 11 guys, representing the new generations of important families of the fashion industry: Lavinia Biagiotti, Rachel Cavalli, Louis Marie de Castelbajac, Maria Sole Ferragamo, Marta Ferri, Alessandra Gucci, Alice Lemoine, Talitha Puri Negri, Lola Toscani, Rocco Toscani and Francesca Versace.
This project is very important for the charity cause, but I think there is also a strong message behind the choice of these testimonials. We aren’t in front of recommended spoiled children, these are the generations who will take over the reins of the most important fashion brands or who already gave birth to their own brands.
The collection is full of models ranging from printed t-shirts (€ 19.99) to more sophisticated and elaborated tops/dresses(€ 29.99). Among my favorite ones (and that I suggest you) there are:
the baroque-style top with cape, designed by Francesca Versace;
the maxi T-shirt with red satin ribbon by Marta Ferri;
the top with woven sequins on the back designed by Lola Toscani;
the blouse with lace details by Maria Sole Ferragamo;
and finally the stones studded mini dress by Rachele Cavalli.
The advertising campaign in which the designers wear their own creations, was photographed by Rocco Toscani, son of the great “photo-provocateur” Oliviero Toscani. Rocco on the occasion of the World AIDS Day has also made a shocking awareness campaign for All international and NPS Italia Onlus, concerning the use of condoms in purely economic terms picking up the wide gap between the cost of a condom and the expenditure paid by the NHS for a person with HIV (11,734 euro).
Alessandro Masetti – The Fashion Commentator