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MILAN — Giorgio Armani and his buddy Julia Roberts have joined to design a special Emporio Armani (Product) Red bracelet that will be sold online at emporioarmani.com starting on World AIDS Day, Dec. 1.
In mid-December, distribution will be extended to Emporio Armani stores worldwide, followed by select department stores and jewelry shops on Feb. 1.
The Bohemian-style leather bracelet comes in red and brown, for women and men respectively, and features a symbolic tree-of-life imprint. Etched within the foliage are the words Revolution-Evolution-Devotion, the acronym for Red.
The inner part is personalized with J.R. for Emporio Armani (Product) Red, and the clasps are sterling silver. The women’s version retails for $175 and the men’s model will sell for $195.
“Julia has helped create a beautiful accessory for men and women, which will also be a visible reminder of the part that we can play in fighting AIDS in Africa,” Armani said.
Red is a global initiative aimed at engaging individuals in the fight against AIDS in Africa by channeling funds from the sale of (Product) Red items to The Global Fund To Fight AIDS, Tuberculosis and Malaria.
Armani was a launch partner in the (Product) Red project, an initiative masterminded by U2’s Bono and Bobby Shriver in 2006. Since then, the designer has created specific clothes, accessories, eyewear, watches, fragrances and jewelry for the project, with 40 percent of the gross profit margin from sales going to The Global Fund to help combat AIDS in Africa.
This story first appeared in the November 21, 2007 issue of WWD. Subscribe Today.