Premiering today at the exclusive Mondrian in South Beach Miami, in the new Kiki Di Montparnasse store and throughout the celebrated Art Basel – Keith Haring for Proper Attire condoms honour today’s World AIDS day.
Keith Haring condoms: Art gets personal
Keith Haring is world renowned as one of the most prominent New York pop and street artists of the 1980s. Equally recognized for his activism, which included efforts to bring greater awareness of AIDS to the public, it’s fitting that Haring’s work is now being showcased to provide a safer-sex message in conjunction with a savvy platform that partners his work with the Planned Parenthood Federation of America.
The Proper Attire condoms (who’ve worked with Alexander Wang and Brian Reyes in the past) re-create the humanitarian message with distinct Haring imagery by incorporating his classic image of two figures holding up a heart into its packaging. His graphically expressive drawings connote life, and the love of life. As Haring confronted an epidemic that took the lives of millions, his work demonstrates — awareness that makes a statement.
Swide asked Rachel Molloy, Brand Director for Proper Attire for more information on the collaboration.
How did the idea come about to work with the legacy of Keith Haring?
Through a chance meeting with Keith Haring’s sister Kay Haring the idea was sparked to collaborate with the Keith Haring Foundation, and what day would be more perfect to make them available than World AIDS Day? Not only are Haring’s artwork and imagery bold and inventive, but also we believe that our collaboration with the Foundation pays homage to Haring’s legacy and message to practice safer sex.
Other designers to have run collaborations with Proper Attire include Alexander Wang and Brian Reyes. How does your selection process work?
We choose the designers that speak most heavily to our target audience; women, all women. Alexander Wang and Brian Reyes collections make every woman feel confident, sexy and sophisticated which is exactly the type of woman who would carry Proper Attire.
You started Proper Attire with the concept of creating a stylish condom that women would be unafraid to buy – do you think you’ve managed to break down these barriers?
Proper Attire has definitely started breaking down barriers. What woman wouldn’t want to carry a condom created by some of the hottest and most relevant designers out there? And now that the Keith Haring Foundation has come on board we are reaching a whole new genre of personalities. We are really positioned as the “ultimate accessory”.
The strangest place you’ve spotted one of your condoms?
No place is a strange place. Our dream is for Proper Attire condoms to be available everywhere to help increase condom use and encourage women to have safer sex in style.
Dream designer to collaborate with?
Stella McCartney, Marc Jacobs and Karl Lagerfeld – to have all three would be my dream. All three designers are unique and different, in the same way that every woman is unique and different. Having all three of these designers on board would do so much to help make condoms stylish and change the public’s perception of the use of condoms. Just look at how they have changed the public perception of what is En Vogue and on trend.
You’re obviously working with the art world on this project and have worked with the fashion world in the past – would you like to /have you any plans to work with the music world?
We most definitely have plans to work with female musicians, as they are some of the most influential and trendsetting women out there right now. Stay tuned much more to come…
Your condoms are all about making a statement and yet it’s still tricky to buy them in a non-obvious way – what do you think is the retail answer? Online?
Yes I do think that purchasing them online and in specialty markets provides a certain amount of anonymity, however if Proper Attire keeps doing what we have set out to do soon enough every woman everywhere won’t even think twice about purchasing them everywhere and anywhere.
What’s next for Proper Attire?
Our next collaboration is with a designer that is completely different than any designer we have worked with in the past. This designer is all about being edgy and having fun with fashion. Keep following, as this is one collaboration that should not be missed.
Source & Photo Credit: Keith Haring for Proper Attire
For more from Keith Haring’s work see www.haring.com.
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