Loves Kylie range is ready for summer 2007, named for Kylie Minogue,
but its actually the second time the Melbourne-born singer
has collaborated with the label
photographed by Sölve Sundsbo
SECOND TIME LUCKY. The
last time we tried covering this story, Hennes
& Mauritz supplied us with the wrong images. This time,
with the official launch of the line, we can see what the original
information was all about.
H&M Loves Kylie
is the Swedish brands new beachwear line, designed in association
with Kylie Minogue and communicating an idea of Australia.
What is interesting is that it marks a nine-year
association between the Australian-born international popstar and
H&M: in 1998, when Kylies
star was shining less high, she
modelled the companys Christmas lingerie campaign. That
was an era when people were asking, Whatever happened to Kylie
Karma works. Now that Kylies on top again,
she hasnt forgotten the label that reached out in less rosy
times. Inspired by heror at least the Swedish idea of her
and Australia, as seen through head designer Margareta van den Boschshe
returns to model the range, looking as though she hasnt aged
Van den Bosch says Kylies contribution
included showing her favourite 1960s vintage bathing suit, and from
there, she designed the halter neck style in the new range.
The 1960s are certainly referenced with silver
bikinis and aqua-and-green swirl-print towels, bags and pareos.
There are modern touches, such as a headscarf that doubles as a
belt and a nylon beach bag that folds into a silver wallet shape.
H&M says the
range is a limited edition, though it is designed to complement
its standard range.
Ten per cent of the money spent on the campaign,
according to the company, will be spent on WaterAid, an international
charity dedicated to the provision of safe domestic water,
sanitation and hygiene education to the worlds poorest people.
The campaign was launched the same day Hennes
& Mauritz announced the opening of its Shanghai store, its first
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