Menswear MA student Diego Tarabal has been named the winner of the University of Westminster and Knitup competition for his knitwear collection and marketing campaign HUG+ that raises awareness of HIV.
Knitup is a new design-to-manufacturing platform that caters to everyone, from creators to emerging designers to global brands. They bridge the gap between creativity and commerciality by enabling easy access to a complex knitwear supply chain.
The aim of the Knitup competition was to provide Westminster students a comprehensive, real-world fashion experience through the use of emerging and innovative knitwear technologies. From the conception of a design portfolio and the marketing of the knits via a social media campaign to launching the designs onto an online marketplace, the students gained key skills that will support their future careers.
For Tarabal’s collection, HUG+, he chose to use his design to share a message of inclusivity, empathy and acceptance. He was inspired by the gay culture of the 70s and 80s which helped shape the community and this can be seen throughout his work.
Being HIV+ and a big hugger, for his marketing campaign he decided to take to the streets of London to try a social experiment where he offered free HIV+ hugs. He teamed up with filmmaker and art director Alexander Ekholm who filmed numerous strangers approach Diego for a hug. He posted the video on social media, and since it was published on 28 June it has gained over 400 likes.
Tarabal said: “Going into this social experiment I was so nervous. I thought to myself: "What if nobody comes?” but not even a minute went by before the first girl came and hugged me. The whole response from it was insane. There are so many things going on in the world, so I wanted to show a little bit of humanity and love."
As the winner of the competition, Tarabal’s collection is now available to buy on the Knitup Collab Shop. With each purchase, 5% of the profits will be donated to the London charity Positive East which works to eradicate stigma, educate on what it is like to live with HIV in 2024 and to empower people who are HIV+ to live without shame.
Photo credit: Rebecka Slatter / Model: Jack Alexander
Tarabal added: “I did not expect to win. I teared up a little bit and I was like this is insane because I never win anything! But it really meant a lot. Doing this Master’s and this whole experience has allowed me to know myself more and allowed me to put myself out there in a way that I had never done before.”
Anthony Rawson-Campbell, Course Director of Menswear MA and Menswear with Professional Experience MFA, said: “Partnering with Knitup exemplifies our commitment to industry collaboration on the MA Menswear programme. Their excellence in craftsmanship has provided our students with an invaluable learning experience. Diego’s winning project is outstanding, not only for the directional contemporary design, but for how it deeply resonates with the human-centric values we champion on MA Menswear!”
Dorothy Pun, Founder of Knitup, added: "The intentionality behind each piece is what truly elevates the HUG+ collection. It's knitwear with a purpose, a campaign with a soul, breaking down stigmas and successfully shows a connection that goes beyond fashion. Diego exemplifies the potential of Knitup and demonstrates fashion’s power as a medium for social and emotional resonance. He is the kind of talented and impactful voice that our industry needs.”
The competition and Tarabal’s collection directly contributes to the United Nations Sustainable Development Goals (SDG) 3: Good Health and Wellbeing, 8: Decent Work and Economic Growth and 10: Reduced Inequalities. Since 2019, the University of Westminster has used the SDGs holistically to frame strategic decisions to help students and colleagues fulfil their potential and contribute to a more sustainable, equitable and healthier society.
Find out more about studying Fashion at the University of Westminster.
Photo credit: Rebecka Slatter / Model: Jack Alexander
