ANTICIPATION of the colourful May 2005 issue of Lucire
out next month, weve checked out Hennes
& Mauritzs 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
The 1970s have returned as an inspirationnot
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&Ms
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&Ms
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.
Mens swimwear has been inspired by sailing
and surfing, while H&Ms
kids range shows Hawaiian tropical colours.
Lucires May 2005 issue previews even
more swimwear, including an exclusive shoot styled by Brad Batory