For the first time, H&M is collaborating with an all-female surf community, to help empower and inspire togetherness amongst women all over the world. Teaming up with Women + Waves, a collective founded in 2017 by Rachel Murphy and based in Cornwall, England, the swimwear collection features designs with a subtle 1990s look and cuts for an active lifestyle. The collaboration is also the first foray into fashion for Women + Waves, with pieces made from sustainably sourced materials, including recycled polyamide, recycled polyester and organic cotton. The Women + Waves x H&M collection will be available on hm.com and in selected stores from 4 June.
With a range of modern swimwear, one-pieces, rash guards and a wetsuit in a high-quality natural rubber, the Women + Waves x H&M collection performs equally well in the ocean and on land — it’s surf and style ready. Designed by a H&M in-house team in close collaboration with Women + Waves, the collection’s overall silhouettes are strong and sleek in homage to surfing as an active sport and the women it brings together. A hoodie, T-shirt and accessories are also included, featuring special Women + Waves logos by illustrator and fellow member Clara Jonas. The whole collection is made from fabric blends with at least 50% sustainably sourced materials such as recycled polyamide, recycled polyester and organic cotton. There are details such as zip openings, body-enhancing seams and secure straps, while the colour palette of muted greens, soft yellow and black is cool and confidence-building, just like the women who are part of the sisterhood of surf.
“With this H&M collaboration, we really wanted each piece not only to be practical but also reflect the strength and empowerment of women surfing together. Our community started from casual once-a-week gatherings and now it has grown into a real collective who constantly support one another. I hope the H&M collaboration will inspire women to surf, plus raise awareness of keeping the oceans clean,”
Rachel Murphy, founder of Women + Waves.
“When we came across Women + Waves for the first time, we were blown away by the power and authenticity of this all-female surf collective. It’s unique, positive and inspiring, so we’re absolutely thrilled to be collaborating with them. Together, we knew it was important to have functional and fashionable swimwear as the core of the 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,”
Maria Östblom, head of design womenswear at H&M.