fashion: feature

Kylie's back: a new beachwear line from H&M

The H&M Loves Kylie range is ready for summer 2007, named for Kylie Minogue, but it’s 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 brand’s 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 Kylie’s star was shining less high, she modelled the company’s Christmas lingerie campaign. That was an era when people were asking, ‘Whatever happened to Kylie Minogue?’

Karma works. Now that Kylie’s on top again, she hasn’t forgotten the label that reached out in less rosy times. Inspired by her—or at least the Swedish idea of her and Australia, as seen through head designer Margareta van den Bosch—she returns to model the range, looking as though she hasn’t aged a year.

Van den Bosch says Kylie’s 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 world’s poorest people.’

The campaign was launched the same day Hennes & Mauritz announced the opening of its Shanghai store, its first in China. •

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