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fashion: overview

Sweden Loves Kylie Sweden Loves Kylie

Kylie Minogue inspires Hennes & Mauritz’s summer beachwear range
photographed by Steven Klein


Why Kylie’s model looks mysteriously like Madonna—explained


LUCIRE was probably one of the first English-language titles to cover Hennes & Mauritz on a regular basis. What fascinated us: Scandinavian design.

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 Minogue—in ‘Whatever happened to that girl?’ mode—model its swimwear. Just to show that the 2000s are Kylie’s decade, and possibly Australia’s, she is the muse behind a new line of beachwear that the Swedish fashion company is calling ‘H&M Loves Kylie’.

It follows Minogue’s 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 of Kylie.

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 diva’s image, though the Australian connection is less than obvious.

It’s a far cry from Minogue’s first appearance, in terms of reputation, having gone from fading pop star to one of Australia’s best known symbols. •


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