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H&M launches campaign celebrating freedom and empowerment for new skatewear and swimwear collection

Tom Shearsmith
05 May 2021

H&M is to release a new Spring/Summer 2021 skatewear and swimwear collection, influenced by the lifestyle of skaters and surfers: celebrating freedom, empowerment and togetherness.

Inspired by the two sports, the collection sees the clash of pavements and waves, resulting in a collection of vibrant pieces featuring both basics and swimwear, all partly made from more sustainable materials.

Towelling sets and cropped t-shirts and shorts co-ords are key items for this drop, including one trend H&M's predicts will be big this summer: Bermuda shorts. The colours cerulean blue, pink and hints of lime are effortlessly merged together in tie-dyes patterns and cool prints.

The collections campaign is fronted by members from Black Girls Skate, a non-profit organisation devoted to creating equity, visibility and safety for all skaters who identify as women and/or non-binary, black, African or of colour, with H&M's editorial content giving members of the group a place to express themselves and share their individual stories.

The collection is expected to launch in H&M stores and online on 13 May but may face some delays due to the Suez Canal blockage.

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