(RED), which was based in 2006 by Bono and Bobby Shriver to boost cash for the International Fund to Combat AIDS, seems to be to rev up the style crowd once more.
The charity and its companions have generated over $785 million for the International Fund, serving to greater than 325 million individuals. (RED) has been financing packages that ship prevention, testing, therapy, counseling and care providers to individuals impacted by HIV in sub-Saharan Africa.
The mission started with a bang on the intersection of trend and rock ‘n’ roll. Consumers may select to buy an Apple (product) Crimson merchandise or put on a glance from (RED)’s Hole assortment, modeled in an historic marketing campaign by Christy Turlington, Anne Hathaway, Mary J. Blige, and John Legend, amongst others.
On the time of (RED)’s founding, lack of entry to HIV therapy meant the virus was needlessly killing thousands and thousands of individuals yearly. In line with (RED), in 2025, there’s a really actual menace of this taking place once more. With the present cuts and freezes to U.S. overseas help, crucial life-saving packages are shutting down.
Laura Brown, founding father of LB Media and the previous editor in chief of InStyle, was introduced in as chair of (RED) Inventive Council final yr. She is spearheading the charity’s efforts to propel itself again into the style dialog and is working with manufacturers to make sure (RED)’s mission is on the cultural forefront.
“Trend’s best energy is creating want. (RED)’s best energy is saving lives. The unifying of the 2 will as soon as once more convey (RED) again to the forefront of worldwide tradition and impression, when weak individuals throughout the globe want us greater than ever,” mentioned Brown.
Brown has been getting manufacturers on board, reminiscent of South Africa-based designer and LVMH Prize winner Thebe Magugu, who’s providing his Heirloom shirt, pants and tote as a part of a (RED) capsule assortment.
Thebe Magugu’s coveted Heirloom shirt and pants.
For Valentine’s Day 2025, jewellery and equipment designer Roxanne Assoulin provided a restricted version (RED) Puffy Coronary heart Necklace, and eyewear model Ahlem launched limited-edition sun shades. Nomasei, the Paris-based shoe atelier, provided their signature Taxi Sandal (RED), whereas Savas, the menswear designer that mixes the most effective of old-world craft with innovation in leather-based and suede, provided a (RED) assortment that includes T-shirts, boots and bomber jackets.
Of the (RED) merchandise, Magugu’s customized tote bag retails for $247, customized shirt is $530.42, and customized trousers are $453.46. Forty p.c of each buy goes to (RED). Ahlem’s sun shades retail for $650, with 40 p.c going to (RED). Nomasei’s idler retails for $510, with 20 p.c going to (RED), whereas Assoulin’s Puffy Coronary heart necklace retails for $125, with 30 p.c going to (RED). Savas’ T-shirt retails for $195, the bomber is $4,500 and the boys’s and girls’s boots are every $825, with 15 p.c of proceeds going to (RED).
Earlier (RED) companions included Zimmermann, which provided a (RED) Summer time Set that includes a tote and pareo, and Veronica Beard, who launched a particular (RED) T-shirt.
![Rosie Assouline's [RED] heart necklace.](https://wwd.com/wp-content/uploads/2025/03/ROXANNE-ASSOULINRED.jpg?w=240)
Assoulin [RED] coronary heart necklace.
Courtesy picture
The (RED) Inventive Council consists of designers Magugu and Sindiso Khumalo, stylist Karla Welch, photographers AB+DM in addition to Inez & Vinoodh, supermodel Iman and costume designer Arianne Phillips, amongst different leaders throughout the inventive industries.
In 2026, Brown and Iman will chair the “Discove(RED) Trend Prize,” to determine, fund and produce world retail alternatives for as much as 10 rising designers from throughout Africa. With signature gadgets and/or capsule collections created by every, 50 p.c of internet income will return to every designer to foster sustainable enterprise fashions, with the remaining 50 p.c donated to the International Fund to finance life-saving packages in sub-Saharan Africa. Curators embody Cynthia Erivo, Kiernan Shipka, Karabo Poppy Moletsane, alongside Magugu and Khumalo.
The Nomasei (RED) sneakers.
Bono, cofounder of (RED), mentioned, “It was artists, playwrights and different creators who led the combat towards AIDS within the ’80s — and we want that form of inventive, disruptive pondering in the present day greater than ever. AIDS is now a preventable, treatable illness… an enormous victory, however till that’s the case for everybody, in every single place there’s much more work to do.”
Jennifer Lotito, president and chief working officer of (RED), mentioned, “Because the world more and more understands the grim realities of what the closure of life-saving packages means to these affected by HIV, the eye these trend manufacturers can command and create might be crucial to protecting this difficulty entrance and heart.”
In a Zoom interview, Brown defined how she first obtained concerned in (RED). “I first met Bono and Ali Hewson [Bono’s wife, businesswoman and activist] and so they had the style model Edun. I liked them, and this model was unbelievable and moral and forward of its time and we grew to become pals. Through the years, I might simply go to (RED) issues and I went to cocktail events and a fundraiser. (RED) has a spectacular mission that I grew up with. I had lots of imprinting on me about (RED) from once I was youthful.”
She mentioned she obtained to know the (RED) staff and he or she grew to become nearly like undesirable chief advertising and marketing officer. “I had all these concepts. ‘You understand what you need to do,’” She mentioned a few year-and-a-half in the past, she was honored to chair this inaugural Inventive Council. She mentioned the charity is 20 years previous. “Within the U.S., the thought of vulnerability to HIV is form of within the rearview window. It was a privilege to have that. Then COVID got here alongside and occupied an enormous quantity of actual property in individuals’s minds and souls.”
With (RED), we wished to “work to convey the brilliance of (RED) again into the frontal lobe. One of many quickest methods to convey consideration to good and enjoyable and sensible work is thru trend,” mentioned Brown.
The Savas assortment of (RED) T-shirt, boots and bomber jacket.
Courtesy picture.
When she enlisted the Inventive Council, she got here up with a various group of designers, actors, photographers and social media specialists. “All people has on-demand roles, and what brings all of them collectively is deep curiosity and look after this mission,” mentioned Brown. “We’re taking their attribute ability units and standing to be useful and to assist individuals be nicely.”
She mentioned subsequent yr would be the twentieth anniversary of (RED) and it’s been energetic the entire time with its retail companions. “When (RED) first launched it was the Hole marketing campaign that enlisted all these spectacular individuals with these T-shirts for this mission, and this entire ensemble. That’s what we’re working in direction of, to get a gaggle of individuals to care a few group of individuals,” she mentioned.
She mentioned the main focus of the International Fund is generally Africa, the place there’s a necessity. Brown mentioned she’s gone out to manufacturers she is aware of within the trend business. “And so they’ve all mentioned ‘sure’,” she mentioned. The designer of the model will get to resolve what they want to make. For instance, Assoulin wished to make a purple coronary heart necklace. “Every little thing that’s made may be very near the character of the model. Nobody has mentioned ‘no’ but. I wish to begin with individuals I do know,” mentioned Brown.
Ahlem (RED) sun shades.
All of the merchandise are offered through (RED) or the model’s personal platform. (RED) was named for the colour of emergency.
She mentioned the Assoulin and Nomasei gadgets offered out. Their subsequent accomplice is La Double J, which is popping out with its product in the summertime.
“There may be now an enormous threat to HIV packages, which the U.S. has moved on from. It’s a extremely tenuous time,” she mentioned. “I’ve been reassured by the very fact if the [presidential] administration takes away, individuals who care will complement. That’s the way it’s all the time been. That’s why there are philanthropists and why individuals help these missions,” mentioned Brown.
Turning to the Discove(RED) Trend Prize, she mentioned, “It’s insane there isn’t any globally well-known African designer.” They wish to discover 5 to 10 designers, and they might select the finalists. “The concept is the individuals who obtain the grant — it may very well be somebody who makes T-shirts, it may very well be somebody who makes a full ready-to-wear assortment, it doesn’t matter. It issues in the event that they’re good,” mentioned Brown.
“We wish to have the ability to work with trend on the continent. We’re so curious to search out these younger designers as we’re right here. I feel African fashion is the best fashion on the earth. Something we will do to have that permeate the worldwide enterprise will make the entire thing far more attention-grabbing,” mentioned Brown.
She recalled it began with Hole 20 years in the past. She seems to be to help this mission “that was all the time pressing and is now pressing and in danger. It’s a number of the most fulfilling work I’ve ever performed,” mentioned Brown.
