The organizations join forces to reinvent the red ribbon -- and reignite support for the cause

By Kate Hogan
Updated November 04, 2011 04:00 PM

First recognized by the Centers for Disease Control in 1981, AIDS has plagued our world for 30 years now. To draw attention to the tragic anniversary — and reignite support for the cause — designer Kenneth Cole, chairman of amfAR, partnered with MTV International’s Staying Alive Foundation to reinterpret the classic red AIDS ribbon.

Cole’s double ribbon is available now on, and 100 percent of net profits will benefit AWEARNESS, the Kenneth Cole Foundation, in support of the Staying Alive Foundation and amfAR. And to promote the pin, a slew of celebrities — including Sarah Jessica Parker and Cyndi Lauper — recently filmed a PSA for the cause (above), urging people to continue supporting AIDS and HIV research.

In conjunction with the ribbon’s release, actress Rose McGowan, an amfAR supporter, curated a sale on, which goes live at noon on Friday. “I think it’s an incredibly important and still very timely organization,” McGowan, who describes herself as a “mood dresser,” tells of amfAR. “The need for aid and awareness doesn’t stop. I think Kenneth Cole is amazing for doing this. Regardless of whether you buy Kenneth’s clothing or not, it’s amazing the work he’s done for the cause.”