06 Jun Women + Waves x H&M launch sustainable swimwear collection

Details including zip openings, body-enhancing seams and secure straps were tried-and-tested to accommodate for the physical demands of surfing so that practical support is offered for confidence in the water.

The work of Illustrator and Women + Waves member, Clara Jonas also features across the collection which follows a pallet of muted greens, soft yellows and black.

This is H&M’s first partnership with a women’s surf society, having been drawn to the grassroots story behind Cornwall-based Women + Waves. The community started in 2017 as casual once-a-week surf gatherings and has since grown into a global community of water-women and wave riders.

“We were blown away by the power and authenticity of this all-female surf collective,” explains Maria Östlom, head of design womenswear at H&M. “It’s unique, positive and inspiring, so we’re absolutely thrilled to be collaborating with them.

“Together we know it was important to have functional and fashionable swimwear at the core of this collection, which could then be styled for any occasion under the current circumstances we are in when we might only be able to dream of our summer destinations.”

Items are available to buy online now at hm.com or in selected stores. Visit the Women + Waves shop for more surfwear and accessories.