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Natalia Vodianova is lending her support to Product RED campaign which helps people with HIV and AIDs in Africa. The Russian supermodel is the new face of (Bugaboo) RED which covers the cost of providing medication to almost 18,000 pregnant women to reduce the risk of transmission of HIV from mother to child.

"These days, if you don't take a socially responsible position, you're out of the club," said Vodianova, who runs her own charity, the Naked Heart Foundation. "If you're going to have a multi-million pound party, you should have a very good reason to do it, attach it to a charity; give back to the community."