Referenced from H&M's Fashion Website: 

H&M is once again releasing their clothing line up that aims to spread awareness about AIDS (and HIV presumably). In addition to in house colloborations with H&M and Designers Against AIDS (DAA), popular music artists such as Katy Perry, N.E.R.D., and Yoko Ono will be contributing their own flavors to the fashion line up. 

According to the H&M press release, the Against AIDS fashion line aims to spread messages regarding safer sex and HIV/AIDS awareness. The main marketing tool is to combine an 80s retro look with positive safer sex messages to create an educational, yet wearable style. 

I'm completely down for using fashion and design as a way to educate our communities about HIV/AIDS and other STIs. However, the choice of the word "against" is a little troubling.

When considering the connotation of the word "against", it implies that AIDS is the enemy or a combatative foe. The use of "against" in H&M's marketing campaign brings about a classic phrasing often seen in political discussions: 

"You're either with us or against us." In this case, you're either fighting against AIDS or ignoring its presence as an international concern. 

How does this kind of rhetoric affect those who identify or have been identified as HIV or AIDS positive? Do we consider positive individuals as part of the combatative collective? 

One would naturally say no, but when a syndrome or infection is directly coupled with moral rhetoric, the line blurs in regards to who is "foe" and who is "friend". Are we demonizing the condition or its carrier: a human being? 

Consider how HIV positive individuals are marginalized and stigmatized within our respective communities. It's an automatic assumption that those with HIV or AIDS received such a condition through immoral or irresponsible actions. 

Considering the numerous methods of HIV transmission, irresponsibility and immorality are often not the case. 

Like I said, I'm definitely supportive of any effort that aims to spread awareness regarding progressive safer sex and HIV/AIDS/other STIs. However, are we really "against" AIDS? Or do we simply want to provide a healthier atmosphere for us to mature sexually and emotionally? 

Thoughts?