With pop colours and graphics reminiscent of the 1980s and 90s, the collection ultimately expresses beach life freedom and the spirit of creating change for the future. Vibrant and comfy t-shirts, tanks, shorts, dresses and swimwear, along with sandals, hats, jewellery, sunglasses and other small accessories, include fashion-forward details such as tie-dye, ombre palm prints, and surfwear touches. With black, peach, lilac, turquoise, lime green and white, the colour palette has a retro influence but updated for today. The entire collection is made from more sustainable materials, with BLOOM™ foam as the highlight alongside recycled cotton, organic cotton and recycled polyester.
“This summer is all about that surf vibe- colourful, spirited and spontaneous with the eye-catching tie-dye or palm prints. We’re also really excited that we have included BLOOM™ foam, which uses an innovative technology to not only create a more sustainable material, but also contribute to minimising pollution for a better future,”
says Sofia Löfstedt, Head of Kidswear Design at H&M
For more information and background around the campaign, including additional imagery and products, please source the campaign site.