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Born Free teams up with fashion retailers for social cause
26
Apr '14
Born Free, a private sector-led initiative with the sole objective of ending mother-to-child HIV transmission by December 31, 2015, announced a series of initiatives supported by leading fashion and beauty companies in an effort to raise awareness and support for this cause.
 
"The importance of having a generation born free of HIV can’t be overstated. I am thrilled that the fashion community has so generously added their time, talent and voice to our collective efforts to meet the serious, but achievable challenge of eliminating mother-to-child transmission of HIV by December 31, 2015," said John Megrue, founder and chairman, Born Free. “For me, it’s exciting to be able to play a role in a cause like this – to be at the right place, at the right time to leverage the resources that are available and make changes that save millions of lives."
 
“Working closely with Born Free, Vogue and this group of talented women towards the goal of eliminating HIV transmission from mother to child has been a powerful opportunity to marshal our collective resources to create tangible change for women. I’m proud Amazon is a part of this endeavor,” says Cathy Beaudoin, president, Amazon Fashion. “The Collection is beautiful and we’re honored to offer it to our customers exclusively on Shopbop, making it possible for people worldwide to contribute to such a worthy cause.”
 
“Born Free is an idea that came from a place of deep respect for the delicate cycle of life. How incredible to be able to work with gifted designers, who as mothers recognize what the devastating loss of a child could mean and how easily that loss can be avoided,” said Wangechi Mutu.
 
A definitive piece highlighting the global effort to achieve a generation born HIV-free is featured in the May 2014 issue of Vogue, on newsstands and available for digital download. The piece, written by Jonathan Van Meter, includes photos by acclaimed photographer Annie Leibovitz, follow Victoria Beckham and Liya Kebede, two of the participating designers, as they visit South Africa to learn about the incredible work being done to end mother-to-child transmission of HIV.
 
In further support of Born Free, Condé Nast will donate 100 percent of new subscription proceeds, across all of its brands, purchased through the Born Free promotion running in May and June 2014 print issues and on brand websites.


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