Stop apologizing for eating too many qatayef last Ramadan. Stop apologizing for all those times you refused to take off that coverup over your swimsuit because you didn’t feel ‘beach ready’. Summer is here, and we can feel the collective anxiety of so many women peaking. It’s about time we’ve stopped the cycle of shaming, and celebrated health instead. This is why we’re loving H&M latest swimwear campaign. Their most sustainable swimwear collection yet, H&M’s summer collection, comprised of sustainably sourced fabrics, aims to change how women feel in their swimwear. This collection’s confident pieces bring a sense of warmth and calm amongst the noise of today.
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-stores.
“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.
The collection is available now in select H&M stores, online at kw.hm.com and the H&M MENA App with prices starting from KD 3.990.
