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OVS Unveils 'Make Love With' Project

The project aims to raise funds for the UNAIDS “Getting to Zero” campaign.

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FOR A CAUSE: Mass-market OVS retailer unveiled its new Make Love With project at one of its main stores in central Milan on Wednesday. Hosted by Italian singer and DJ Francesco Facchinetti, brother of designer Alessandra Facchinetti, the project aims to raise funds for the UNAIDS “Getting to Zero” campaign, which promotes safe sex and awareness of HIV and AIDS under the “zero contamination, zero discrimination” slogan. OVS asked a number of young artists and designers, including Lavinia Biagiotti, Rachele Cavalli, Louis Marie de Castelbajac, Maria Sole Ferragamo, Marta Ferri, Alessandra Gucci, Alice Lemoine, Talitha Puri Negri, Lola and Rocco Toscani and Francesca Versace, to design a personalized T-shirt on this theme.

“I showed it to my dad [Roberto Cavalli],” said Rachele Cavalli of her T-shirt, which was all black with a touch of animalier. “He’s usually very picky, but in this case, he immediately approved of my choice.”

The resulting capsule collection will be available in all OVS stores worldwide — and, for the first time, online — starting Dec. 1.

“Nowadays, young people aren’t informed enough about the risks of AIDS, and this is why we decided to ask eleven young artists to put their names and commitment to this project,” said Francesco Sana, managing director of OVS.

“The entire project is not just a fund-raising operation,” added Stefano Beraldo, ceo of Gruppo Coin, which owns OVS. “We are also making 200 store windows around Italy available to communicate and spread this message through our ad campaign.”

The ad campaign shot by Oliviero Toscani’s son, Rocco, will be released next week, and on Nov. 27 a huge raising-fund party for UNAIDS will take place in Milan’s OVS megastore.