“HUG ME”
THE CAPSULE COLLECTION CREATED IN SUPPORT OF LILA , ITALIAN LEAGUE FOR THE FIGHT AGAINST AIDS.
The "HUG ME" capsule collection by the CO|TE brand, conceived by creative directors Tomaso Anfossi and Francesco Ferrari, stems from the desire to create a project aimed at raising awareness and supporting the activities of the LILA - ITALIAN LEAGUE AGAINST AIDS association, with particular attention to a new service: the virtual desk for people with HIV/AIDS.
The collection includes a shirt, a sweater, and a t-shirt, characterized by two embracing red roses, symbolizing the breaking down of stereotypes in the narrative of the infection. A portion of the proceeds from the sales of these items will be donated to the LILA association for the enhancement of the virtual desk. The service, completely free, provides emotional support, legal, social, and employment counseling, information on all aspects of living with HIV, guidance to services, and specialized consultations. It is a true safe space that can be accessed through video connection, aimed at improving the psychophysical well-being and quality of life of people living with the virus.
The "HUG ME" project will be launched on 1st December 2023, in conjunction with World AIDS Day. This initiative aims to keep attention focused on the issue throughout 2024, with the subsequent launch of new items. The goal is to continue supporting the association and raising awareness about the fight against HIV/AIDS through fashion and design.
“Despite the great progress in therapies, those who have contracted HIV still often live in the shadows, forced to hide their condition to avoid discrimination.
Many still risk losing everything and feel like wronged individuals. The virtual desk aims to restore dignity, relationships, and strength, especially to those who have never had the opportunity to connect with other people with HIV. Welcoming without judgment helps people grow, while condemning and isolating produce suffering and harm the health of all.”
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