NEW YORK — Bono is turning to several fashion giants in his mission to fight AIDS in Africa.
Giorgio Armani, Gap and Converse are joining the pop icon in a new initiative to raise money for the cause. Together with American Express, they are launching a new brand called Red, which is expected to be announced at the World Economic Forum in Davos, Switzerland, today.
Gap and Armani representatives were unable at press time to discuss their involvement, though an Armani spokesman confirmed early on Wednesday that the designer was in Davos. The news leaked late Wednesday night, when Ft.com reported the brands participating in the deal. According to the site, Red is a five-year initiative that will feature merchandise from each of the involved parties, including an AmexCo Red credit card, Converse sneakers, Gap vintage-style T-shirts and Emporio Armani sunglasses. Bobby Shriver also is working for the cause with Bono.
The fashion crowd — Stella McCartney, Tamara Mellon, Mario Testino, Claudia Schiffer and others — will be among the first to view the AmexCo Red credit card come Friday night. All have been invited to a party hosted by Vanity Fair’s Elizabeth Saltzman in London to introduce the card.