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ANTICIPATION of the colourful May 2005 issue of Lucire
out next month, we’ve checked out Hennes
& Mauritz’s latest swimwear collection.
Gone are the celebrity-driven campaigns of the
past for something more everyday, suggesting that having a star
is no longer as vital for the strengthening Swedish brand as it
once was.
The 1970s have returned as an inspiration—not
unlike fashion trend-spotters seeing the 1960s emerge constantly
through the 1980s and 1990s.
It may be more valid this time around: rather
than the early 1970s, which inspired H&M’s
summer 1999 range, head designer Margareta van den Bosch has reached
for later in the decade. The concepts of the tropical paradise and
surfing has a Californian association, and sunny colours such as
yellow and blue prevail. A second theme of ‘tropicopop’
sees photo prints, Hawaiian patterns, stripes and broderie anglaise,
with the triangle bra and low-cut tanga the key pieces.
Van den Bosch is said to have put tanning needs
second: ‘it's nice to wear light, floaty garments that protect
you and keep you cool,’ she said in H&M’s
press release.
In addition, accessories from Italian designer
Elio Fiorucci enhance the 1970s’ image. Hippie chic makes a
comeback with African and “ethnic” patterns in crocheted
details and embroidery.
Men’s swimwear has been inspired by sailing
and surfing, while H&M’s
kids’ range shows Hawaiian tropical colours.
Lucire’s May 2005 issue previews even
more swimwear, including an exclusive shoot styled by Brad Batory
of Indashio. •
Visit H&M
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