H&M Announces Fashions to Promote Clean Water

Today H&M has announced a collection of tropical flavored, Hawaiian inspired resort wear that will benefit WaterAid, a global effort to promote clean, unpolluted water for drinking around the world. On May 31st, H&M will launch its 10th anniversary collection—H&M for Water a collection for men, women, and children from which 25% of all sales proceeds go to WaterAid.  Ironically, the collection will hits stores at precisely the same time that Target is shilling their Miami Beach inspired collection from The Webster, which is a purely commercial enterprise.  How smart is H&M to come out with this collection at the same time, with the hook for charitable giving as part of the purchase?

Pictured: Think Tropical, Hawaiian inspired resort wear is the mainstay of this collection.

Just like The Webster collection for Target, the H&M for Water collection is designed for the whole family. H&M’s for Water  is all about the Hawaiian surfer look. The collection offers dresses and skirts for women in a palm print, as well as bandeau tops and matching skirts in a nostalgic floral print. Consumers will also find retro inspired swimwear and an entire range of accessories, such as transparent beach bags and bandannas. For men, the palm-print shirt combined with printed shorts, sunglasses, and sandals is a summer essential. The kids clothing include tops with matching skirts for the girls, and shirts and shorts for boys—all in the same prints as those for adults. That means, that if you want to you can be all “matchy matchy” with you kids.  To me the best part of the H&M for Water collection is that it  includes garments made of organic cotton and other sustainable materials, with prices ranging from $9.95 to $49.95.  It seems eco-friendly as well as affordable.  Only a look at the items in store will tell us if the quality is there.  Look for it on the racks May 31st, at approximately 200 stores worldwide, as well as online (in countries where H&M has eCommerce set-up.)