Russian Designers United Against HIV/AIDS during Fashion Week

Mercedes-Benz Fashion Week Russia (MBFW Russia) and the Ministry of Healthcare of the Russian Federation together launched a new awareness mass media campaign - Russian Designers against HIV/AIDS. Ten fashion designers from various Russian cities prepared special red-colored fashion looks that were featured at the opening of their runway shows at MBFW Russia this season.

The key objective of this mass media campaign was to draw wide attention to the problem of HIV/AIDS epidemic in Russia. According to statistics of the Ministry of Healthcare of the Russian Federation, every hour 10 people get infected with this virus across Russia. The following Russian designers participated in the campaign: Artem Shumov, Atelier B by Gala B, KONDAKOVA, KSENIASERAYA, N.LEGENDA, Saint-Tokyo, SENSUS COUTURE, YASYA MINOCHKINA, Anastasia Dokuchaeva, and Julia Dalakian.

"All the events that occur at catwalks of Mercedes-Benz Fashion Week Russia always get wide public response both in Russia and worldwide. Popular fashion designers delivered the message about the risks of contracting HIV to various age groups," said Alexander Shumsky, President of Russian Fashion Council and founder of MBFW Russia.

Oleg Salagay, Director of the Public Health and Communications Department at the Ministry of Health of the Russian Federation, added, "Lately, famous people and brands have been cooperating to use their influence to fight against HIV. Such campaigns are known to promote social changes, to raise awareness regarding HIV/AIDS. World experience shows that the fashion industry has an important role in terms of changing the attitude towards HIV/AIDS, as well as towards HIV/AIDS-positive people. We're proud to say that Russian designers are supportive and aren't afraid to use their influence on fashion platforms with the view of drawing attention to one of the most pressing health issues in Russia and worldwide."

Top Russian bloggers and celebrities joined their efforts with designers and took part in discussing the issue across social media. Designers of MBFW Russia presented a capsule collection of T-shirts, while bloggers posted their campaign messages wearing these T-shirts. International media partners such as Fashion TV, Depesha Magazine, Zoe Magazine, and RBTH also took part in this awareness raising campaign in the matters of early HIV testing and treatment seeking.

Top stylist and designer Gala Borzova said, "I've created this extraordinary bright look to draw attention to HIV/AIDS issues. There is no "risk group" term any longer, anyone can get this virus. Healthy lifestyle is a trend today, like thinking not only about your good looks, but about your well-being, too. It is important to understand that you can't be sure of your HIV-status if you don't take HIV tests consistently. This is what really matters! However, we need to remember that being HIV/AIDS-positive does not rule you out from social life.'

Designer Artem Shumov made his comment, too, "HIV and AIDS awareness is an urgent matter

in Russia. We should focus on every aspect: the state support of treatment and adaptation programs, awareness campaigns for young people, and not only for them, protection means, advanced treatment methods, tolerance toward HIV-positive people, abandoning stereotypes associated with this problem. Open dialog is the thing that can lead to making right decisions and taking effective actions."

Population of Russia exceeds 146 million people. 900,000 of them are currently HIV-positive. Over 86.6 thousand new HIV cases were registered in 2016.