Bibi Rusell, former international fashion model and now world renowned Bengali designer started her own version of (PRODUCT)RED with HIV-infected women in Cambodia.

Russell joined the women of MDSF, an initiative started in 2006 by the UN Development Program that now employs 17 women living with HIV in a Phnom Penh factory reports the Phnom Penh Post.

“If you join hands with women living with HIV with affection and confidence, they can create magic with their fingers. Fashion is very important, and it makes you understand the culture of a country,” said Russell.

The goods, a range of accessories and bags will initially be sold in Bangkok and in Canada and will provide a more steady income to women who often live in the margin of a society where stigma and discrimination are associated with being HIV positive.

The contrast with (PRODUCT)RED could not be more different.

Whilst (RED) has teamed up with “the world’s most iconic brands to produce (PRODUCT)RED branded products”, Bibi’s WE (Women Empowered) is directly teaming up with the people that (RED) aims to help through donation to the Global Fund. A bottom-to-top approach that echoes the women’s wish:

“We don’t want sympathy, but support to live a life of respect and dignity,” said MDSF business manager Pham Srim.

But as with nearly everything else from education to culture, charity has been commercialised and whilst (RED) asks its customers to purchase “the power of (RED) simply by upgrading your choice”, WE asks its consumers to empower women directly through their purchase.

“Be embraced, take your own fine self to the power of (RED). What better way to become a good-looking samaritan?!” exclaims (RED).

Being a good looking Samaritan is certainly reassuring, but is the point of charity to exonerate us of the guilt of buying expensive clothes or products? And what’s wrong with being an ugly-looking Samaritans?!

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