I would bet my boots that the affection for hot and funny summer is pervasive, well, except for a couple of chionophile cases. Summer days truly scale down all those depressive thoughts, make us ditch the sedentary life, so typical of winter and even stimulate to set newer and newer goals and achieve them easily enough. The explanation is just simple – summer gives us a golden opportunity to be in closer contact with nature up to spending all the livelong day alfresco. After all, any time you feel some fatigue or just a little bit of doldrums, what is easier than packing your things and making a getaway to the beach? It is here that the H&M summer 2016 swimwear campaign comes to galvanize your crazy beach parties in summer.
The Swedish fast-fashion crackerjack company embarks on equipping us with as many beach-ready bohemian pieces and accessories as are necessary to spend the whole summertime rollicking along the beaches. The “Forever Summer” campaign, directed by Amir Chamdin and accompanied by the chords of Izzy Bizu’s newly-released cover version of the summer hit “Sweat (Ah La La Long)”, features the famous models Anna Ewers, Andreea Diaconu, Imaan Hammam, Dree Hemingway, Marlon Teixeira, Hamid Onifade, Francisco Lachowski, Ton Heukels and Jordan Barrett having a whale of time together on the beach, swimming, sunbathing, surfing, dancing and doing many other activities, including boastfully demonstrating H&M’s free-spirited pieces.
For the H&M summer 2016 swimwear campaign the brand does not only throw in vibrant one-piece swimsuits and bikinis that are solely functional on the beach, but also a range of casual jersey tees, cotton shorts, calf-length printed dresses and maxi ones, cotton ponchos, camisole tops, braided straw hats, shoppers and belts, long necklaces and tasseled bauble bracelets that are indubitably wearable along the city streets as well.
One-piece swimsuits are quite sensual in their deep plunging V neckline and low-cut back design covered with psychedelic prints. But two-piece bikini samples bring in more versatile styles ranging from lace-trimmed, triangular cups to wide-strapped thick jersey ones to those hyper sensual crisscrossed bandeau tops. Swinging tassels are, of course, calling the tune appearing at the hems of a printed poncho, on the drawstrings of a small bucket bag, hanging as charms on a braided straw shopper or decorating a chunky chain bracelet.
While meandering through the city avenues in breezy summer evenings, those maxi tiered dresses and printed calf-length kaftans teamed with backless embroidered lace-up flats or crocodile-patterned sandals might make quite casual summer-worthy assemblage worth to try on. But it is definitely the long necklaces or an antique metal double-strand one or the sunglasses with plastic frames and tinted lenses that are surely to extend beyond summer season and work quite successfully with the right pieces in the fall or spring seasons as well.
The “Forever Summer” line is available for purchase from April 28 in stores and online at hm.com in strong propaganda for summerphile ladies to carry summer with them forever and ever.
Photos courtesy of H&M