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Ann-Sofie creates something very colourful & light for summer
24
Apr '08
This season H&M draws inspiration from faraway places with a series of exotic prints. Trends for summer include lightweight tailoring, bohemian styles, ornate embellishment and bold accessories.

“We wanted to create something very colourful and light, with stand-out print,” says Head of Design Ann-Sofie Johansson. “We were inspired by hot holidays in Africa, India, Hawaii and South America; hence ethnic-style prints such as tropical flowers and leaves, ikat designs, dip-dyes and ombre effects.”

Women
High summer focuses on easy separates where style and comfort are synonymous. Statement-making bohemian maxi dresses printed in swirling tropical leaf designs and short kimono-sleeved dressing-gown tops in ikat print are the ultimate in beach chic.

Swimwear is an exciting part of the collection and comes in a variety of styles, from triangle bikinis to more supportive halter-neck shapes and others with bandeau tops and swimsuits with a belt.

Colours are varied, ranging from graduated hues of dip-dye orange and spearmint to a selection of complex prints and all-over ikat print incorporating clementine, turquoise, white and black. Other styles are highly worked with rich Indian gold-thread embroidery and intricate beading.

Accessories include fringed scarves, ideal for breezy beaches or to add a deluxe bohemian edge to summer suiting. African-inspired bold jewellery such as bevelled gold bangles and carved wooden cuffs, plus necklaces that are beaded or boast chunky, tactile pendants. Summer shoes include raffia-soled flip-flops and peep-toe espadrille wedges.


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