Fashion media update – summer fashion 2010 highlights at H&M

Supermodels Daria Werbowy, Julia Stegner, Erin Wasson, Sasha Pivovarova and Lara Stone are the faces for H&M’s swimwear 2010 collection, which launches early May. At St Barts in the Caribbean where the campaign pictures were taken by photographer Patrick Demarchelier, all five models talked to hm.com about their best beach memories. Their stories are as eclectic and inspirational as the influences behind this season’s swimwear at H&M, which mixes safari with ethnic detailing and prints for a glamorous jet-set style.

To view the films, please click here.

Save the Oceans with H&M and WWF 

As environmental concerns become ever more pressing, H&M is launching a new collection that will help support WWF’s work in South East Asia’s Coral Triangle. The collection of organic cotton T-shirts and tank tops, each with prints inspired by the sea and marine life, will arrive in store this May. Sales from the Save the Ocean collection will support WWF’s urgent marine work. “The Coral Triangle is one of the most important areas in the world, as it is home to some of the world’s most unique marine species,” says Lida Pet Soede, WWF’s Coral Triangle Programme Leader. “Here you will find three quarters of all coral reef species, six of seven marine turtles, as well as dolphins, whale sharks, sea horses and the intriguing sea cow, which is on the verge of becoming extinct. The contribution from H&M will enable us to push forward some of our most important projects.”

To learn more about how H&M works with water and other sustainability issues please visit www.hm.com/sustainability2009.

Get the festival look with Fashion Against AIDS at H&M

May 20 sees the launch of H&M’s Fashion Against AIDS (FAA) collection, which in the past two years has raised over SEK 30 million to help raise HIV/AIDS awareness and fight the spread of the disease. This year, FAA has expanded to become a complete festival collection – perfect for one of the hottest looks of the summer. To celebrate the launch, H&M’s Head of Design Ann-Sofie Johansson has lots of tips for styling the perfect festival outfit. “The festival look for girls is bohemian and cool,” says Ann-Sofie, “Try wearing a pair of denim hotpants with an oversized tunic top with lace detailing, a pair of gladiator sandals and, of course, a tote bag to carry around all your necessities.” Meanwhile guys should go for a look with attitude. “Wear denim with a print T-shirt, a military style jacket and a trilby to top it all off,” she says. “It’s great to be able to offer our customers a complete festival collection with all the things you need for an ultimate festival experience!” 

To  see how Ann-Sofie styles the FAA collection, please click here.

H&M will be present at several festivals around the world this summer. For more information please visit www.fashionagainstaids.com (available from May 11).

Ann-Sofie Johansson’s summer favourites

It’s all about bursts of colour, striking styles and outfits that can take you from day to night at H&M as summer gets into full swing, says Ann-Sofie Johansson, Head of Design at H&M. “There are so many options,” she says. “A graphic-print silky sleeveless dress is perfect, while a bright yellow tank top looks great with shorts in the sunshine. A loose tunic with decorated shoulders is right for both parties and work when worn with jeans, while this season’s harem pants are wonderfully comfy AND chic.” With the weather heating up, it’s the accessories that provide the special finish. “Accessories are key for summer when I like my clothes to be uncomplicated and comfortable,” says Ann-Sofie. “Beautiful heeled gold sandals add glamour to just about anything and stacks of wooden and gold bangles give the simplest of outfits ‘a look’.”

For men, I want to see an urban, relaxed, preppy look,” says Ann-Sofie. “White shorts look perfect with a grey marl polo shirt and a bright orange cardigan on top, and I can borrow everything too! There are also tailored grey cotton-mix shorts to wear with a bright checked shirt, and khaki trousers are a great summer classic that are especially hip right now with the military look being bang on trend. Green or beige – wear them monochrome or mix and match.”

Preppy checks and strong colors make H&M men’s swimwear a modern essential

There’s a 60s feel with H&M’s swimwear for men this summer, bringing preppy checks and colours up to date and ready for the holidays in 2010. Key styles are checked beach shorts, with pocket detailing and strong bold colour, or the shorts with prints inspired by marine life. “I love our new preppy shorts,” says Andreas Löwenstam, designer men’s department. “The style is great and the price is even greater. It’s all about looking relaxed and laid-back at the beach, at the sun deck or hanging out in the small harbour.” For the beach, it’s a total look. “The accessories are as important as the swimwear itself,” says Andreas. “Wear your shorts with a light and fluid shirt, classic shades, a straw hat and, of course, a pair of flip flops.”

For more information please contact H&M’s press service:
E-mail: mediarelations@hm.com
Telephone: +46 8 796 53 00