1. First, what not everybody knows is, why, when and how did you found Designer Against AIDS ?
In 2004 when I was still a fashion journalist, after my assistant died of AIDS. It’s all in the book.
2. Why did you think about Tokio Hotel for your H&M campaign ? They are a lot criticized by the medias so people could had boycott DAA because you work with them…
I knew that Tokio Hotel has a lot of very motivated fans in the age group of 12 – 24 years and that’s exactly the group of people we try to reach with our safe sex message! H&M didn’t want them at first, they thought they only had fans in Germany ;-) But I persuaded them and now they are very happy that they agreed!
3. Were you surprised of the support for DAA from their fans ? Did it ever happened before that the fans of an artist gave a massive support or start fan action with your products ?
I was extremely surprised! Never before did we get such massive support as from the TH fans.