Nov. 20
2013

Fashion Community Launches “Born Free” Campaign

Born Free Launches Campaign in Collaboration with Fashion Community to Achieve Goal of Eliminating the Transmission of HIV from Mothers to Babies by the End of 2015

John Megrue, Vice-Chair of Prevention of Mother-to-Child Transmission of HIV for the MDG Health Alliance, announced the creation of Born Free and a fashion industry campaign to eliminate the transmission of HIV from mother to baby by the end of 2015.  The campaign was created with support from Council of Fashion Designers of America President Diane von Furstenberg, Conde Nast Artistic Director and Vogue Editor in Chief Anna Wintour and Shopbop, an Amazon Fashion site.

Established in response to growing global momentum toward a generation born HIV-free, the campaign has enlisted the support of 23 female designers, who are mothers themselves, to create a special edition Born Free Collection to be sold exclusively on Shopbop.com. Each designer has been asked to incorporate two custom prints, commissioned specifically for the initiative, by renowned Kenyan artist Wangechi Mutu. Pieces from the Born Free Collection will include a range of clothing and accessories for both mother and child and will be available on Shopbop.com in Spring 2014. 100% of proceeds will go to support catalytic in-country investments in talent and programs to achieve a generation born HIV-free.

Participating designers include Diane von Furstenberg, Victoria Beckham, Tory Burch, Sarah Burton, Consuelo Castiglioni, Alberta Ferretti, Carolina Herrera, Donna Karan, Liya Kebede, Clare Waight Keller, Jenna Lyons, Isabel Marant, Georgina Chapman, Keren Craig, Stella McCartney, Phoebe Philo, Miuccia Prada, Rachel Roy, Donatella Versace, Ivanka Trump, Gisele Bundchen and Vera Wang.

“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, “The private sector is committed to working in partnership with the global health community to meet this goal.”

“We are delighted to collaborate with Vogue and the CFDA to support Born Free,” said Cathy Beaudoin, President of Amazon Fashion.  “It’s exciting to offer our customers products created by such an amazing group of designers and, most importantly, inspired by such a worthy cause.”

“The Born Free campaign humanizes one of the most vital causes of our time — ensuring that the baton passed from one generation to the next is not tainted by the poison of HIV/AIDS, so that a baby begins his or her life with a fair chance of living it.” Said Samantha Power, U.S. Permanent Representative to the United Nations who was on hand to speak at today’s announcement.

More than 90% of HIV infections in children result from mother-to-child-transmission during pregnancy, childbirth, or breastfeeding, and 260,000 children were newly infected with HIV in 2012. An AIDS-free generation begins by making sure moms do not transmit the virus to their babies. Mother-to-child transmission has been virtually eliminated in places like the US, Europe, and other western countries; the majority of babies still born with HIV are in 21 sub-Saharan African countries. Prevention can be achieved, however, as 98% of mother-to-child HIV transmission cases are totally preventable with just one pill a day.

For further information regarding the Born Free campaign and how you can help please visit:

www.bornfreeafrica.org

#JoinBornFree

Watch the Born Free video featuring top fashion designers:

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