H&M makes a splash with KYLIE MINOGUE in a new beachwear line

The perfect match, H&M’s key theme for summer is Australia: a laidback sporty beach lifestyle and glam is the big-hitter trend. So who better to personify this fabulous ‘relaxed meets disco’ hybrid than the Melbourne-born princess of pop, Kylie Minogue. Kylie has been the inspiration behind H&M’s limited beachwear line that comes to all H&M stores that sell womenswear in mid May. Kylie is also the face of the upcoming beachwear campaign.

'You only have to look at Kylie’s fantastic personal style to see how stylish she is, and she is such a sweet person. She was very enthusiastic in communicating what she personally likes to wear on the beach and showed us visual references like her own favourite 60s vintage bathing suit, which inspired the halter neck costume,' reveals H&M’s head of design Margareta van den Bosch.

This concise beachwear line perfectly mirrors Kylie’s relaxed fun-loving demeanour as well as her show-stopping stage persona in a line that melds simple throw-on casual with glistening glamour. Think shimmering silver bikinis, vibrant water-inspired aqua blue and green swirl-print towels, bags and pareos as well as slip-on smock tops and billowy peasant skirts.

In homage to beach living the beachwear line is built around a swirling water-inspired aqua blue and green print, which appears on fluffy towels, crisp cotton-voile smock tops, the retro-cute halter neck bikini and costume as well as on a silk head scarf that doubles as a belt and a high-tech nylon beach bag that folds down into a natty silver wallet-shape.

The Kylie beachwear line is a limited edition that contains fifteen styles. H&M customers however, will not be left wanting when it comes to poolside attire. H&M´s main beachwear range pushes all the right trend buttons in a look that smacks of glam beach-life, where glinting silver and gold metallic play off graphic black and white animal prints, while sizzling hot hues of yellow, red and pink reflect the surfing influences.

10 percent of the money spent on the 'H&M loves Kylie' line will be donated to WaterAid. The international charity WaterAid is dedicated to the provision of safe domestic water, sanitation and hygiene education to the world’s poorest people.

Photographer: Sölve Sundsbo for H&M