(RED) Seeks to Recapture the Attention of the Fashion Industry
(RED), which was founded in 2006 by Bono and Bobby Shriver to raise money for the Global Fund to Fight AIDS, looks to rev up the fashion crowd again.
The charity and its partners have generated over $785 million for the Global Fund, helping more than 325 million people. (RED) has been financing programs that deliver prevention, testing, treatment, counseling and care services to people impacted by HIV in sub-Saharan Africa.
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The mission began with a bang at the intersection of fashion and rock ‘n’ roll. Shoppers could choose to purchase an Apple (product) Red item or wear a look from (RED)’s Gap collection, modeled in an historic campaign by Christy Turlington, Anne Hathaway, Mary J. Blige, and John Legend, among others.
At the time of (RED)’s founding, lack of access to HIV treatment meant the virus was needlessly killing millions of people every year. According to (RED), in 2025, there’s a very real threat of this happening again. With the current cuts and freezes to U.S. foreign aid, critical life-saving programs are shutting down.
Laura Brown, founder of LB Media and the former editor in chief of InStyle, was brought in as chair of (RED) Creative Council last year. She is spearheading the charity’s efforts to propel itself back into the fashion conversation and is working with brands to ensure (RED)’s mission is at the cultural forefront.
“Fashion’s greatest power is creating desire. (RED)’s greatest power is saving lives. The unifying of the two will once again bring (RED) back to the forefront of global culture and impact, when vulnerable people across the globe need us more than ever,” said Brown.
Brown has been getting brands on board, such as South Africa-based designer and LVMH Prize winner Thebe Magugu, who is offering his Heirloom shirt, pants and tote as part of a (RED) capsule collection.
For Valentine’s Day 2025, jewelry and accessories designer Roxanne Assoulin offered a limited edition (RED) Puffy Heart Necklace, and eyewear brand Ahlem released limited-edition sunglasses. Nomasei, the Paris-based shoe atelier, offered their signature Taxi Sandal (RED), while Savas, the menswear designer that combines the best of old-world craft with innovation in leather and suede, offered a (RED) collection featuring T-shirts, boots and bomber jackets.
Of the (RED) products, Magugu’s custom tote bag retails for $247, custom shirt is $530.42, and custom trousers are $453.46. Forty percent of every purchase goes to (RED). Ahlem’s sunglasses retail for $650, with 40 percent going to (RED). Nomasei’s loafer retails for $510, with 20 percent going to (RED), while Assoulin’s Puffy Heart necklace retails for $125, with 30 percent going to (RED). Savas’ T-shirt retails for $195, the bomber is $4,500 and the men’s and women’s boots are each $825, with 15 percent of proceeds going to (RED).
Previous (RED) partners included Zimmermann, which offered a (RED) Summer Set featuring a tote and pareo, and Veronica Beard, who released a special (RED) T-shirt.
![Rosie Assouline's [RED] heart necklace.](https://s.yimg.com/ny/api/res/1.2/b3a26u7FsxVgBjcwTH8urw--/YXBwaWQ9aGlnaGxhbmRlcjt3PTk2MDtoPTEyMDA-/https://media.zenfs.com/en/wwd_409/da3bc9d67714c0854f3e1a62484dfbfa)
The (RED) Creative Council includes designers Magugu and Sindiso Khumalo, stylist Karla Welch, photographers AB+DM as well as Inez & Vinoodh, supermodel Iman and costume designer Arianne Phillips, among other leaders across the creative industries.
In 2026, Brown and Iman will chair the “Discove(RED) Fashion Prize,” to identify, fund and bring global retail opportunities for up to 10 emerging designers from across Africa. With signature items and/or capsule collections created by each, 50 percent of net profits will go back to each designer to foster sustainable business models, with the remaining 50 percent donated to the Global Fund to finance life-saving programs in sub-Saharan Africa. Curators include Cynthia Erivo, Kiernan Shipka, Karabo Poppy Moletsane, alongside Magugu and Khumalo.
Bono, cofounder of (RED), said, “It was artists, playwrights and other creators who led the fight against AIDS in the ’80s — and we need that kind of creative, disruptive thinking today more than ever. AIDS is now a preventable, treatable disease… a huge victory, but until that’s the case for everyone, everywhere there is a lot more work to do.”
Jennifer Lotito, president and chief operating officer of (RED), said, “As the world increasingly understands the grim realities of what the closure of life-saving programs means to those affected by HIV, the attention these fashion brands can command and create will be critical to keeping this issue front and center.”
In a Zoom interview, Brown explained how she first got involved in (RED). “I first met Bono and Ali Hewson [Bono’s wife, businesswoman and activist] and they had the fashion brand Edun. I loved them, and this brand was incredible and ethical and ahead of its time and we became friends. Over the years, I would just go to (RED) things and I went to cocktail parties and a fundraiser. (RED) has a spectacular mission that I grew up with. I had a lot of imprinting on me about (RED) from when I was younger.”
She said she got to know the (RED) team and she became almost like unwanted chief marketing officer. “I had all these ideas. ‘You know what you should do,'” She said about a year-and-a-half ago, she was honored to chair this inaugural Creative Council. She said the charity is 20 years old. “In the U.S., the idea of vulnerability to HIV is kind of in the rearview window. It was a privilege to have that. Then COVID came along and occupied a giant amount of real estate in people’s minds and souls.”
With (RED), we wanted to “work to bring the brilliance of (RED) back into the frontal lobe. One of the fastest ways to bring attention to good and fun and brilliant work is through fashion,” said Brown.
When she enlisted the Creative Council, she came up with a diverse group of designers, actors, photographers and social media experts. “Everybody has on-demand roles, and what brings them all together is deep interest and care for this mission,” said Brown. “We’re taking their characteristic skill sets and status to be helpful and to help people be well.”
She said next year will be the 20th anniversary of (RED) and it’s been active the whole time with its retail partners. “When (RED) first launched it was the Gap campaign that enlisted all these spectacular people with these T-shirts for this mission, and this whole ensemble. That’s what we’re working towards, to get a group of people to care about a group of people,” she said.
She said the focus of the Global Fund is mostly Africa, where there’s a need. Brown said she’s gone out to brands she knows in the fashion industry. “And they’ve all said ‘yes’,” she said. The designer of the brand gets to decide what they desire to make. For example, Assoulin wanted to make a red heart necklace. “Everything that is made is very close to the character of the brand. No one has said ‘no’ yet. I want to start with people I know,” said Brown.
All the products are sold via (RED) or the brand’s own platform. (RED) was named for the color of emergency.
She said the Assoulin and Nomasei items sold out. Their next partner is La Double J, which is coming out with its product in the summer.
“There is now a huge risk to HIV programs, which the U.S. has moved on from. It’s a really tenuous time,” she said. “I’ve been reassured by the fact if the [presidential] administration takes away, people who care will supplement. That’s how it’s always been. That’s why there are philanthropists and why people support these missions,” said Brown.
Turning to the Discove(RED) Fashion Prize, she said, “It is insane there is no globally famous African designer.” They want to find five to 10 designers, and they would choose the finalists. “The idea is the people who receive the grant — it could be someone who makes T-shirts, it could be someone who makes a full ready-to-wear collection, it doesn’t matter. It matters if they’re good,” said Brown.
“We want to be able to work with fashion on the continent. We’re so curious to find these young designers as we are here. I think African style is the greatest style in the world. Anything we can do to have that permeate the global business will make the whole thing much more interesting,” said Brown.
She recalled it all started with Gap 20 years ago. She looks to support this mission “that was always urgent and is now urgent and at risk. It’s some of the most fulfilling work I’ve ever done,” said Brown.
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