This season H&M draws inspiration from faraway places with a series of exotic prints. Trends for summer include lightweight tailoring, bohemian styles, ornate embellishment and bold accessories.
"We wanted to create something very colourful and light, with stand-out print," says Head of Design Ann-Sofie Johansson. "We were inspired by hot holidays in Africa, India, Hawaii and South America; hence ethnic-style prints such as tropical flowers and leaves, ikat designs, dip-dyes and ombre effects."
Women
High summer focuses on easy separates where style and comfort are synonymous. Statement-making bohemian maxi dresses printed in swirling tropical leaf designs and short kimono-sleeved dressing-gown tops in ikat print are the ultimate in beach chic.
Swimwear is an exciting part of the collection and comes in a variety of styles, from triangle bikinis to more supportive halter-neck shapes and others with bandeau tops and swimsuits with a belt. Colours are varied, ranging from graduated hues of dip-dye orange and spearmint to a selection of complex prints and all-over ikat print incorporating clementine, turquoise, white and black. Other styles are highly worked with rich Indian gold-thread embroidery and intricate beading.
Accessories include fringed scarves, ideal for breezy beaches or to add a deluxe bohemian edge to summer suiting. African-inspired bold jewellery such as bevelled gold bangles and carved wooden cuffs, plus necklaces that are beaded or boast chunky, tactile pendants. Summer shoes include raffia-soled flip-flops and peep-toe espadrille wedges.
Men
Washed cotton shirts, flat-fronted trousers and Bermuda shorts feature alongside tunics, T-shirts with tropical motifs and swimming shorts with prints of Hawaiian hibiscus florals. The colour palette comprises black, mocha, washed blues and greys with accent shots of vivid green, red orange and turquoise. Accessories consist of aviator-style sunglasses, straw hats, soft mesh scarves and various flip-flop styles.