Home / Knowledge / News / Apparel/Garments / H&M WaterAid collection focuses on beachwear
H&M WaterAid collection focuses on beachwear
May '11
H & M Hennes & Mauritz Introduces fabulous new fashion for Summer 2011.

Beachwear in Shades of Blue Benefits WaterAid this Summer

Clean water may be essential, but it isn't a given for everyone. That's why, for the ninth year running, H&M is teaming up with WaterAid to help provide safe water and sanitation to some of the world's poorest countries. Launching in around 150 stores worldwide on May 26, the 2011 H&M WaterAid collection focuses on beachwear for the entire family, with light summer clothing alongside swimwear and essential beach accessories, all based around the colour of water: blue.

From jumpsuits and wrap-around dresses to bikinis and sunhats for women to shirts shorts and espadrilles for men, the collection features summer must-haves for men and women, as well as cute mini-versions of the adult designs for kids. “Every purchase from the collection will help WaterAid save lives and lift people out of poverty,” says Caroline Whatley of WaterAid. “Since 2002, our collaboration with H&M has raised more than $2.4 million to support this vital work.”

Maximum Effect with Bright Colours

In this summer of colour, H&M has all of the vivid pieces needed to add a range of fun and colour to your wardrobe, from just a splash to a completely bold look. “Bright colours are perfect for your summer wardrobe update,” says Ann-Sofie. “Wear them monochrome tone-on-tone, or be brave and clash red, peacock blue, pea green, lemon yellow and orange all in one outfit,” she adds. The colours are so bright and vivid that there's little need for embellishment or decoration; simple draping is enough for these brilliantly minimal tops, skirts and shorts. For a more sophisticated look, Ann-Sofie recommends pairing bright colours with black or white for a sharp, graphic effect.

Swimwear in Different Styles

As the weather heats up, H&M offers a large selection of on-trend swimwear this summer, from wild animal prints and hot paradise colours to pretty pastel florals. The key style is the halterneck bikini with decorative bows - a style that looks great whether in a zebra print, graphic black and white zigzag print, fun carnival print, vivid brights or a refreshing seersucker stripe. A black strapless swimsuit with cutaway sides and a sporty bandeau top inspired by wet suits shows off the female shape beautifully, while the sweetest white kaftan and sundresses in sunfaded florals are ideal when you want some protection from the sun's rays.

For men, it's all about swim shorts -- the modern beach staple. This style looks best in preppy checks, plain block colours or, for the more adventurous, in shorter sporty styles.

Ann-Sofie Johansson's Favourites

“This year's summer style is all about cool and comfortable, gypsy-esque glamour inspired by the 1970s,” says Ann-Sofie Johansson, H&M's head of design, referring to the mix of gypsy and jet-set which defines bohemian glamour. “One of my favourite summer looks is a wide cotton pant with a gypsy blouse and kimono jacket. At H&M this summer, it's all about emulating a new mindset.”

Must ReadView All

Ghana makes tax stamp compulsory on imported textiles

Textiles | On 27th May 2018

Ghana makes tax stamp compulsory on imported textiles

To curb illegal imports, Ghanaian authorities will put a tax stamp on ...

Courtesy: Vishal Mega Mart

Apparel/Garments | On 27th May 2018

Partners Group, Kedaara Capital taking over VMM

Partners Group, a private markets investment manager, and Kedaara...

Courtesy: Deckers

Apparel/Garments | On 27th May 2018

Deckers Brands sales soar 8.4% in Q4FY18

Deckers Brands, a global leader in designing, marketing and...

Interviews View All

Giovanni Pizzamiglio, Paolo Crespi & Riccardo Robustelli
Epson, For.Tex & F.lli Robustelli

‘The percentage share of printing in the global textile market is pretty...

Indian fashion industry

Cotton consumption will keep growing in the Indian fashion industry

Smita Murarka

‘There is huge demand in the Indian lingerie market for non-wired styles.’

Apurva Kothari

No Nasties was the first fashion brand in India to make 100 per cent...

Akshat Chaudhary

Aizome, Asia's first Fairtrade denim brand, is all set to launch next...

Paolo Crespi

For.Tex is an Italy-based leading producer of dyes and thickeners, and is...

Silke Brand-Kirsch
Schlegel und Partner

Silke Brand-Kirsch, executive partner of Schlegel und Partner, a leading...

Kai Poehler
Voith Paper GmbH & Co. KG

The glass mat industry is growing by five to eight per cent annually. Kai...

Kevin Nelson

Kevin Nelson, Chief Scientific Officer, TissueGen discusses the growing...

Wendell Rodricks
Wendell Rodricks

"We should not compare India and the West. There are things we do that...

Vaanee Bhatia
Gritstones Clothing

<div>Delhi-based Gritstones Clothing offers quality and exemplary style...

Mike Hoffman
Gildan Activewear SRL

Gildan Activewear, a manufacturer and marketer of branded clothing and...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


Letter To Editor

(Max. 8000 char.)

Search Companies


Leave your Comments

May 2018

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

news category

Related Categories:

Advanced Search