What: H&M’s WaterAid 2011 Collection hits stores in the first week of May.
What they Say: Every summer H&M sells an exclusive bikini – and more recently a whole swimwear collection – where 10% of the proceeds are donated to WaterAid. H&M has collaborated with the international charity WaterAid since 2002. WaterAid enables the world’s poorest people to gain access to safe water, sanitation and improves hygiene. These basic human rights underpin health, education and livelihoods and form the first, essential step in overcoming poverty.
What We Say: H&M really wows us with all of their outreach programs and between this, their Conscious Collection and their Fashion Fights AIDS Collection, we’re very impressed. It would be so easy for the retailer to continue making money on all of us who buy their clothing anyway, but instead they lend a hand to charities such as WaterAid. The collection itself sort of embodies water with its bold blues (which are very hot spring/summer hues according to Pantone’s color palette) and we love it. From tie-dye mini skirts to rompers and even water bottles, this year, H&M is taking it up a notch from the exclusive bikini they have done in the past. We actually really like the small collection and we’re excited that we can get some great pieces and also help a great cause.