NEW YORK--(BUSINESS WIRE)--Born Free, a private sector-led initiative with the sole objective of ending mother-to-child HIV transmission by December 31, 2015, today announced a series of initiatives supported by leading fashion and beauty companies in an effort to raise awareness and support for this cause.
"The importance of having a generation born free of HIV can’t be overstated. I am thrilled that the fashion community has so generously added their time, talent and voice to our collective efforts to meet the serious, but achievable challenge of eliminating mother-to-child transmission of HIV by December 31, 2015," said John Megrue, founder and chairman, Born Free. “For me, it’s exciting to be able to play a role in a cause like this – to be at the right place, at the right time to leverage the resources that are available and make changes that save millions of lives."
Beginning today, the Born Free Collection is available exclusively on Shopbop.com, an Amazon Fashion site. The Collection, based on the work of the celebrated Kenyan-born, New York-based visual artist Wangechi Mutu, features designer pieces for both women and children, with most pieces under $250. The designers who contributed to the Collection are: Diane von Furstenberg, Miuccia Prada, Jenna Lyons (J. Crew), Carolina Herrera, Victoria Beckham, Phoebe Philo (Céline), Gisele Bündchen, Tory Burch, Sarah Burton (Alexander McQueen), Consuelo Castiglioni (Marni), Alberta Ferretti, Donna Karan, Liya Kebede (lemlem), Clare Waight Keller (Chloé), Isabel Marant, Georgina Chapman and Karen Craig (Marchesa), Stella McCartney, Rachel Roy, Ivanka Trump, Donatella Versace and Vera Wang. All profits from sales of the Collection will benefit Born Free. Shop the Collection here.
“Working closely with Born Free, Vogue and this group of talented women towards the goal of eliminating HIV transmission from mother to child has been a powerful opportunity to marshal our collective resources to create tangible change for women. I’m proud Amazon is a part of this endeavor,” says Cathy Beaudoin, president, Amazon Fashion. “The Collection is beautiful and we’re honored to offer it to our customers exclusively on Shopbop, making it possible for people worldwide to contribute to such a worthy cause.”
“Born Free is an idea that came from a place of deep respect for the delicate cycle of life. How incredible to be able to work with gifted designers, who as mothers recognize what the devastating loss of a child could mean and how easily that loss can be avoided,” said Wangechi Mutu.
A definitive piece highlighting the global effort to achieve a generation born HIV-free is featured in the May 2014 issue of Vogue, on newsstands and available for digital download. The piece, written by Jonathan Van Meter, includes photos by acclaimed photographer Annie Leibovitz, follow Victoria Beckham and Liya Kebede, two of the participating designers, as they visit South Africa to learn about the incredible work being done to end mother-to-child transmission of HIV.
In further support of Born Free, Condé Nast will donate 100 percent of new subscription proceeds, across all of its brands, purchased through the Born Free promotion running in May and June 2014 print issues and on brand websites. Consumers can visit www.condenast.com/bornfree for more information.
The M∙A∙C AIDS Fund, the heart and soul of M∙A∙C Cosmetics and leading corporate funder of HIV/AIDS work, has pledged to match dollar for dollar all Born Free collection purchases and donations up to $500,000 to help end mother-to-child transmission of HIV through Born Free. Since 1994, the M∙A∙C AIDS Fund has donated more than $27 million to curb the spread of HIV/AIDS in sub-Saharan Africa with a heightened focus on eliminating HIV among children where 90 percent of all new infections are due to mother-to-child transmission.
“We've seen incredible advances in HIV treatment, but to end the epidemic, we need to ensure all at-risk pregnant women are tested for HIV, and if they are positive, they receive HIV treatment so their babies can be born HIV free," said Nancy Mahon, global executive director, M∙A∙C AIDS Fund. “Thanks to the generous support of M∙A∙C VIVA GLAM customers and M∙A∙C artists worldwide, we’re able to support organizations like Born Free who are boldly working to address this crucial area of need. Through our matching donation of $500,000, we look forward to contributing to the success of Born Free and helping combat the spread of HIV/AIDS in Africa and beyond.”
Beginning this month, Born Free is also releasing its advertising campaign, shot by the acclaimed photographer, Patrick Demarchelier, and appearing in Condé Nast magazines as well as outdoor media space. The campaign features a number of models with their children, all wearing the Born Free Collection, and will increase awareness and support among consumers.
On Mother’s Day, May 11, 2014, a kick-off event for families will be held in New York City’s Pier 45, sponsored by Amazon Fashion, featuring a number of participating collaborators and designers, as well as live entertainment and attractions from leading athletes, authors, artists, chefs and musicians. For more details, a schedule of or to purchase tickets, visit here.
Also in support, Laird+Partners has provided Born Free with graphic design and creative campaign support including the creation of the Born Free logo, website and advertising materials. Text100 Global Communications has provided Born Free with all integrated communication support, including plan and messaging development and execution across traditional and digital media.
ABOUT BORN FREE: Born Free is a private sector-led initiative with the sole objective of ending mother-to-child HIV transmission by December 31, 2015. Born Free is led by Apax Partners, U.S., Chairman John Megrue, and brings private companies and individuals together to invest in local African talent who work behind the scenes to drive change within their own governments toward a generation born HIV-free. Born Free has partnered with the fashion community, to harness their voice, creativity, and reach to inspire urgency toward this deadline. Learn more here: http://bornfreeafrica.org/
- Learn more about Born Free from our YouTube video here
- A special documentary video by Wondros is available today on Condé Nast Entertainment. Embed the video here: <iframe width='560' height='390' src='http://player.cnevids.com/embed/535683d069702d43b44b0000/5176e8c068f9dadeab00000f' frameBorder='0' allowfullscreen webkitallowfullscreen mozallowfullscreen allowtransparency='true'></iframe>
- Download the Born Free Collection Lookbook here
- Download the Born Free Collection individual hi-res product images here
- Download Born Free’s advertising campaign images by acclaimed Patrick Demarchelier here.
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