Sweden Loves Kylie
Kylie Minogue inspires Hennes & Mauritz’s
summer beachwear range
photographed by Steven Klein
Kylies model looks mysteriously like Madonnaexplained
LUCIRE was probably
one of the first English-language titles to cover Hennes
& Mauritz on a regular basis. What fascinated us: Scandinavian
As we ventured more regularly to Sweden ourselves,
we discovered that there is a fascination there for the antipodes.
In 1998, H&M had Kylie Minoguein
Whatever happened to that girl? modemodel its
swimwear. Just to show that the 2000s are Kylies decade,
and possibly Australias, she is the muse behind a new line
of beachwear that the Swedish fashion company is calling H&M
It follows Minogues lingerie line, Love
Kylie. Once again, Minogue will model the bohemian-chic beachwear
range for H&M, which will go on
sale in May.
This time, Australia is the inspiration behind
the line, designed by Margareta van den Bosch, and that, when the
Swedish company thought of the country, they immediately thought
Ten per cent of the money spent on the line will
be donated to WaterAid, according to H&M.
WaterAid is dedicated to the provision of safe domestic water,
sanitation and hygiene education to the world’s poorest people,
said the company.
Early photographs show a black-and-white range
with glamorous influences, in keeping with the pop divas image,
though the Australian connection is less than obvious.
Its a far cry from Minogues first
appearance, in terms of reputation, having gone from fading pop
star to one of Australias best known symbols.