Fashion designer and chairman of amfAR, Kenneth Cole, has partnered with MTV International’s Staying Alive Foundation and amfAR on the reinterpretation of the iconic AIDS ribbon to commemorate the discovery of the virus 30 years ago.
The new AIDS ribbon, features a double loop, and symbolizes the ‘coming together of individuals’ and the ‘re-doubling of efforts’ in the fight against HIV and AIDS. The ribbon will be supported by a celebrity campaign, which will air on MTV channels worldwide in November and December, to ignite a new wave of awareness about the pandemic.
Celebrities taking part include Ke$ha, Sarah Jessica Parker, Cyndi Lauper, Estelle, Skylar Grey, Cheyenne Jackson, and Rose McGowan, who all feature wearing the double ribbon reciting lines about how, where, and when they like to wear it.
“By partnering with the MTV Staying Alive Foundation and amfAR on the creation of this campaign, we have come together to cultivate a call-to-action that raises awareness about HIV/AIDS among the younger generation,” says Kenneth Cole. “The Come Together public service announcement is intended to provoke the critical dialogue needed to eliminate the devastating results from the stigma associated with the disease, as well as promote the importance of safe sex.”
The ribbons will be on sale until December 31 at select House of Fraser stores in the UK, with 100% of net profits being donated to Awearness, the Kenneth Cole Foundation, in support of the MTV Staying Alive Foundation and amfAR, The Foundation for AIDS Research.
Images: Kenneth Cole/amfAR