Retail chain H&M announced today that it will launch a new clothing line called Fashion Against AIDS, aimed at spreading global HIV/AIDS awareness among young people, the Associated Press reports (forbes.com/AP, 12/20).

The collection—supported by designers, musicians and artists including Rihanna, Timbaland and Ziggy Marley—will include T-shirts, tank tops and hooded sweatshirts bearing messages about HIV/AIDS. According to the article, the line is codeveloped by nonprofit group Designers Against AIDS; 25 percent of the proceeds from the line will be donated to fund HIV prevention programs around the world.  

“Fifty percent of the people newly infected with HIV are between [ages] 15 and 25,” says Designers Against AIDS founder Ninette Murk. “There’s an urgent need to do something in this target group. By combining fashion with music in this way we hope to get these young people to stop and think.”

The similarly modeled (Product)RED campaign—supported by retailers such as The Gap, Apple and Armani—raised $25 million for HIV/AIDS programs in its first six months. However, none of those funds went toward fighting the epidemic in the United States.