The collection captures an unapologetic feminine strength, focusing on bold, embracing strapped silhouettes that celebrate all bodies and forms. Classic bandeaus, curved briefs and feminine off-the-shoulder tops are made from pre-consumer recycled polyesters from textile waste and post-consumer recycled polyester from recycled bottles. As well as breaking ground in sustainable fabrications, these swimwear pieces will run up to sizes 50EU online and 46EU in-store. The Summer 2021 Swimwear Collection will available instore and online in most markets from the beginning of June.
“I’m particularly proud of the fabrics in this swimwear collection, it’s our most sustainable swimwear collection thus far, and all of the designs are made of at least 85% recycled polyester. We’re so pleased to offer inclusive sizing with this emboldening swimwear collection, too.”
says Maria Östblom, Head of Design Womenswear at H&M.
The accompanying campaign film, captured in LA, stands for the women who face public opinions daily, with model Paloma Elsesser the star. Cancelling out the noise, Elsesser dives underwater, finding strength in the silence there, only to come back even stronger as her co-stars Nouri Hassan, Bintou Sillah, Yumi Nu, Shawn Lakin, and Tani join. The compelling film is soundtracked by Depeche Mode´s iconic song ‘Enjoy The Silence’ in a new version performed by US singer Fousheé.
For more information and background around the campaign, including additional imagery and products, please source the campaign site.