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fashion: overview
 Exotic holidays: H&M for summer
Ann-Sofie Johansson presents her next collection
for H&M, finding inspiration from hot, exotic locations
photographed by Alexi Lubomirski
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AFRICA AND INDIA
are inspirations for Hennes & Mauritz’s summer 2008 range,
signalling something in the Zeitgeist.
Hennes & Mauritz’s new head of design
Ann-Sofie Johansson says hot holidays in exotic locales, which also
include Hawai’i and South America, contributed to the embellished
look to the collection from the mass-market retailer.
Bohemian maxi dresses with tropical leaf designs
and short kimono-sleeved dressing-gown tops in ikat print are stand-out
items. Swimwear comes in a variety of styles, from triangle bikinis
to halter-neck shapes and others with bandeau tops and swimsuits
with a belt.
In terms of idea, these are not that far from
Hennes & Mauritz’s summer 1999 collection, though the execution
is softer and less overtly retro-’70s.
Orange, spearmint, turquoise, white and black
are in the season’s colour palette.
The men’s range includes cotton shirts,
Bermuda shorts and flat-front trousers.
The company says it continues to support the
WaterAid charity, helping
the world’s poorest get proper access to clean water and education
on sanitation. During 2007, H&M contributed
£83,047 (equivalent to 10 per cent of the sales of a bikini) to
WaterAid’s projects in Bangladesh, where some of its goods
are produced. •
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