Fashion media update - Summer 2009 exclusives at H&M

MATTHEW WILLIAMSON AT H&M THIS SUMMER

It’s going to be a brilliant summer at H&M thanks to Matthew Williamson’s vibrant, sun-drenched collection hitting around 1,600 stores worldwide from 14th May. As well as bringing his celebrated world-traveller styles for women, Williamson has designed his first ever menswear range, only at H&M. “I love the fact that H&M have created a new phenomenon in fashion through the pioneering concept of collaborating with high end designers to create one-off limited edition capsule collections,” says Williamson. The British designer has saturated his collection for H&M with the vivid colours and neon details that have made his work so famous. “I think that perhaps as a reaction to the grey cold climate of England and the stark Manchester cityscape I craved colour and exoticism,” says Williamson. “I want to share a glimpse of the Matthew Williamson world with H&M customers, by creating an aspirational lifestyle collection which is both exotic and fashion forward, providing the perfect wardrobe options for Summer 2009.”

IN STORES FROM 14^th MAY

THE ESSENTIAL SWIMWEAR FOR 2009 - BY WATERAID AND H&M

For the eighth year running, H&M will be once again raising money for the international charity WaterAid, to help provide clean water and sanitation to the world’s poorest people. For 2009, H&M has designed a bikini for women in two colours, two colours of shorts for men, and swimwear for boys and girls. It’s the first time H&M has produced a full collection to raise funds for WaterAid, 10% from sales of which will go directly to the charity which aims to save lives through one of our simplest needs.

“The long-term partnership between H&M and WaterAid has already helped to change the lives of thousands of the world’s poorest people. The commitment from H&M is first-rate, and we are absolutely delighted to receive their support this year through their full swimwear collection.

“One in eight people in the world do not have access to safe water and every day 4000 children die from water-related diseases, so this partnership really is vital in helping us to reach out to these people, enabling them to access safe water, sanitation and hygiene education.”
Andrew Cook, WaterAid Director of Fundraising and Communications.

Since the beginning of the collaboration in 2002, H&M has raised over £1million for WaterAid through its special swimsuit designs. In 2008 alone, H&M raised £216,202 from its WaterAid swimwear. The primary focus area for the funds is Bangladesh, supporting WaterAid’s work in the slums of Dhaka and Chittagong to improve hygiene awareness and access to water and sanitation. The funds raised will also help projects in Madagascar and Tanzania. The projects which H&M are supporting will provide more than 75,000 people with safe water, 50,000 with sanitation facilities and more than 100,000 with hygiene information.

Ingrid Schullström, Head of Corporate Social Responsibility at H&M, says: "H&M is very proud to support the charity WaterAid and the life-changing work that it does. Water is fundamentally a women's issue in the developing world, as it is mostly the women's responsibility to provide water for the family and to care for those who fall ill."

"The partnership means a great deal to us, especially as WaterAid has projects in areas where some of H&M's suppliers are located, and women working in factories producing for us may benefit directly from WaterAid's work."

www.wateraid.org

DIVIDED EXCLUSIVE SUMMER COLLECTION

It’s all about making a statement this summer with an exclusive collection of women’s party pieces at H&M that will fit, flatter and show off the body. Available in selected stores from the end of May, the DIVIDED Exclusive range of body-con dresses, body-suits, corset-detailed dresses, ballerina styles and shorts suits will make going out even more fun in the hot summer months.

"Summer is all about feeling good, and the way to do it is in these brilliant DIVIDED Exclusive party pieces. Exaggerated shapes and elaborate detailing make the collection extra-special and contemporary - you’ll find the perfect party outfit." Ann-Sofie Johansson, H&M’s Head of Design.

This high fashion collection has an haute couture feel, with great detailing and a colour palate of black, grey, ivory and pink. It even has its own DIVIDED Exclusive label, while at the same time is still at the usual fantastic H&M prices! Every piece is playful, like the short rose-printed tulip bustier dress or the silk strapless all-in-one, which takes a fun twist on tailoring fun with its fitted body and very short shorts. And for those who want the ultimate in body-con, a vest body will really get you noticed!

There are also frills, ruffles and flounces in the collection, for those who love an exaggerated silhouette in keeping with the emerging trend for structure and drapery.

Separates complete the summer collection, including a fitted grey shorts suit with cropped jacket, an ivory net ballerina skirt and rose-print bra top. The range even has its own strappy, chunky grey platform shoe, which perfectly compliments the collection.

CELEBRITY AND STYLE FIGHT AIDS AT H&M THIS SUMMER

Estelle, Katy Perry, Dita von Teese and Róisín Murphy are among the celebrities to take part in this year’s Fashion Against AIDS, an awareness and fundraising project between H&M and the charity Designers Against AIDS (DAA), on sale from 28^th May. For the second year running, Fashion Against AIDS will send a positive safe sex message to young men and women through the range of T-shirts, T-shirt dresses, vests and bodies, all carrying the celebrity designs. It’s a message that works: last year, 90% of the Fashion Against AIDS range sold out within a month, eventually raising over £1.2 million for HIV/AIDS projects. 25% of the sales price from each garment sold this year will go to projects around the world carried out by DAA, YouthAIDS, United Nations Population Fund (UNFPA) and MTV’s Staying Alive Foundation.

“I’m happy to be involved with this campaign,” says Estelle. “I’ve seen the effects of what a dollar or pound can do for someone who doesn’t have access to medicines and even how it can help families affected by AIDS. Together we can raise protective awareness and money for a great cause.”

IN SELECTED STORES FROM 28^TH MAY

Don't miss an exclusive live appearance from Katy Perry in one of the H&M stores in Tokyo to launch FAA, which will be broadcast live on-line at hm.com on May 27th, 2 pm CET

100% ORGANIC COTTON SHOPPING BAG - NEW AT H&M

Shopping with a conscience is even easier at H&M from this May, when the store’s first ever 100% organic cotton shopping bag goes on sale! Offered as an alternative to the plastic bag, the shopping bag will be available at the cashier for €4.90, with a fun splattered ink design that will make you want to use it again and again! The cotton shopping bag has become one of the biggest fashion statements on the street, and now that it’s 100% organic cotton at H&M, you can really make an environmental statement!

INSIDER PICKS AT H&M THIS SUMMER!

H&M’s head of design Ann-Sofie Johansson has some favourite key pieces to wear this summer. “H&M has so many different dresses,” she says, “like the full-length floaty dresses in bold prints, the short body-hugging 80s bustier-dress and the drapey ‘Greek goddess’ jersey dress. There is also the all-in-one with either short legs or long that can be rolled up, which can be either casual and relaxed or sexy and glamorous.” It’s also a summer of big jewellery. “The more the better,” she says. “Pile up earrings, bangles and necklaces!”