Tiga on his design in first 'Fashion against AIDS'
It's one year after joining forces with the likes of Scissor Sisters, Rihanna, Rufus Wainwright, Timbaland and other stars to create the first Fashion against AIDS collection. This concept by DAA was sold at over 700 H&M stores in 28 countries last year and Tiga talks about his by now iconic checked, hooded jacket, that was available in various colour combinations. “It was a no-lose proposition, but there is a problem: during my shows I run into young fans who are also wearing the same jacket – so if I would wear it too often, I would look like a teenager! Basically, I wanted to create a design that would sell well, because what I found most important is that it should bring in money for the cause. This is also the reason why I didn't just put my face on the design; that would only address a very small part of the H&M crowd (laughs). When I do something, I find it important that it holds at least one personal element, but people should buy the shirt in the first place because it is a nice design and not because I designed it. Participating to the first edition of 'Fashion against AIDS' seemed like a fun way of helping out, even though it was quite a lot of work. You can't see it immediately, but everything is drawn by hand, based on a mathematical formula. The black crosses in some of the small squares refer to the amount of people that died as a consequence of HIV, while the red squares represent people who have been infected by the virus.'' http://www.myspace.com/guerillaland