Summertime fashion at H&M
This season’s beach fashions are all about comfortable swimwear in 70s-inspired styles: tropical paradise, surf or sailing. Comfortable summer separates complement the bikinis and swimming trunks. ‘Getting the perfect tan is not so important these days. When you’re not swimming or sunbathing, it’s nice to wear light, floaty garments that protect you and keep you cool,’ says H&M’s head of design Margareta van den Bosch.
The Ladies swimwear collection is divided into two themes. The first is Surf: cool, sporty bikinis in ocean-inspired colours such as blue, green and purple combined with neutral tones and shades of yellow. Patterns include paisley, stripes and spots. A key garment is the padded triangle bra and side-tie tanga bottoms.
Tropicopop is the second theme. This has a girly sensual feel and is styled in a playful way. Neutral shades are mixed and matched with pastels and bright colours. Dramatic photo prints are combined with Hawaiian patterns, stripes and broderie anglaise. The high-cut triangle bra and low-cut tanga side-tie bottoms are key pieces. Great summer separates to complete the swimwear collection include cotton dresses, cropped trousers, shorts, halterneck tops, tunics and sarongs in cotton and linen with African and ethnic patterns with embroidery, sequins, lace and crocheted details. Exotic jewellery, straw bags, strappy sandals and flip-flops are must-have accessories.
Men’s swimwear in Cool Blue is sporty and inspired by the sailing lifestyle. Classic white, navy, red and light blue are combined with khaki, yellow and lime in longer or shorter classic shorts styles with cargo pockets, drawstrings and panel details.
A second theme is Surfadelica which has influences from surf culture, past and present. White and brown are important colours, with splashes of red, rust and yellow, or turquoise and lime. Other important touches include photo prints of sunsets, oversized flower prints and graphic patterns. Long surf shorts are the most important style for swimming trunks in this trend, with contrasting stitching, curved panel details, drawstrings and hidden pockets. These are worn with casual garments in cotton and linen. Shirts, jeans and jersey in brown and white. Shorts, clamdiggers, short-sleeved shirts and t-shirts with a preppy surf feel, in clear block colours with stripes or front prints. The main accessories are flip-flops, caps or straw sun hats and sunglasses.
For children the theme is tropical Hawaii with bright candy colours, patterns with tropical flowers, cartoon characters or photo prints. Swimsuits, bikinis with frills and beading for girls and surf shorts for boys are the main garments. These can be matched with T-shirts, polo shirts, shirts, shorts, clamdiggers and jeans. For girls there are also blouses, tops and dresses. Flip-flops, beach bags, caps and shoes are must-have accessories.
Pictures can be downloaded from www.hm.com.
For more information, please contact:
Annacarin Björne, telephone: + 46 8 796 57 57,
e-mail: annacarin.bjorne@hm.com.
Liv Asarnoj, telephone: + 46 8 796 53 82,
e-mail: liv.asarnoj@hm.com.
Photographer: Enrique Badulescu
Location: H&M’s summer campaign was shot at the Raleigh Hotel in Miami.