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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.”

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