To mark the 20th anniversary of the Elton John AIDS Foundation, Cutler and Gross has created a limited edition model of its iconic 0734 sunglass frame, with all profits to be donated to the cause. The target is to raise over £60,000 for its important work.
Inspired by the charity’s Love Is In My Blood campaign, designed to get the attention of the world and show solidarity for over 30 million people living with HIV, the frame has been handcrafted in a deep red thick Italian acetate and engraved with a discreet gold foil logo.
A quintessentially British frame, the 0734 boasts a keyhole bridge and vintage circular pins. Numbered from 1-300 the Limited Edition EJAF frames will retail for £320 whilst the premium EJAF model will be glazed with luxe 24 karat gold lenses numbered from 1-20 and retail for £400 respectively.
The idea behind Love Is In My Blood is ''to remind the world that more than any disease, or prejudice, it’s love that flows through our veins,'' said Elton, ''and it’s that love which will ultimately defeat AIDS.''
Drops of blood also featured in a unique work by globally renowned Chinese artist Ai Weiwei created for the campaign. Two films featuring drops of blood falling on a white background, screened in Times Square in New York, Piccadilly Circus in London and Independence Square in Kiev.
To pinpoint how far purchasing an 'EJAF 0734' frame can help change the lives people living with HIV, for each pair of glasses purchased, two women who have been raped in Kenya will receive counselling, emergency contraceptive and anti-HIV treatment to stop them becoming infected. Or the purchase could enable 10 young men who have sex with men in Uganda to learn about sexual health, test for HIV and get treatment – all this in a safe place without fear of violence or discrimination.
Both models are available for purchase across Cutler and Gross stores worldwide and through their Web site.