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fashion: overview

Exotic holidays: H&M for summerExotic holidays: H&M for summer

Ann-Sofie Johansson presents her next collection for H&M, finding inspiration from hot, exotic locations
photographed by Alexi Lubomirski



AFRICA AND INDIA are inspirations for Hennes & Mauritz’s summer 2008 range, signalling something in the Zeitgeist.

Hennes & Mauritz’s new head of design Ann-Sofie Johansson says hot holidays in exotic locales, which also include Hawai’i and South America, contributed to the embellished look to the collection from the mass-market retailer.

Bohemian maxi dresses with tropical leaf designs and short kimono-sleeved dressing-gown tops in ikat print are stand-out items. Swimwear comes in a variety of styles, from triangle bikinis to halter-neck shapes and others with bandeau tops and swimsuits with a belt.

In terms of idea, these are not that far from Hennes & Mauritz’s summer 1999 collection, though the execution is softer and less overtly retro-’70s.

Orange, spearmint, turquoise, white and black are in the season’s colour palette.

The men’s range includes cotton shirts, Bermuda shorts and flat-front trousers.

The company says it continues to support the WaterAid charity, helping the world’s poorest get proper access to clean water and education on sanitation. During 2007, H&M contributed 83,047 (equivalent to 10 per cent of the sales of a bikini) to WaterAid’s projects in Bangladesh, where some of its goods are produced. •


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