Creative Platform for Social Change ‘Beauty Without Irony’ founded Designers Against AIDS (DAA) in 2001 as an answer to the media ambivalence towards HIV/AIDS and sharply increasing infection rates among young people. To effectively reach out to young people, DAA uses pop culture and actual interests of young people such as fashion, music, celebrities and social media to bring the message that ‘If you are old enough to have sex, you are old enough to have safe sex’.
In 2006 DAA partnered with H&M to create yearly capsule collections under the co-brand name Fashion Against AIDS, featuring reasonably priced / issue oriented pieces designed by celebrities such as Katy Perry, Rihanna, Pharrell Williams /N.E.R.D., Timbaland, Yoko Ono, Ziggy Marley, Robert Smith (The Cure) and countless others. DAA has also collaborated with Eastpak, Levi’s, Playboy Design, Marc Jacobs, Delvaux, JBC and Six Scents Perfumes among others, in reaching out to young people all over the world.
In 2010, the ‘Youth For A Better World’ online education center was founded that creates social media campaigns around social issues together with creative students from all over the world.