Morgane Le Caer | 05.18.18 | Product Launches

H&M Launches First Sustainable Swimwear Collection

Image: Courtesy of H&M

H&M has reaffirmed its status as a leader when it comes to creating a more sustainable fashion future with the launch of its spring/summer 2018 swimwear collection. For the first time, the Swedish high-street brand has incorporated sustainable materials into its swimwear lineup. Launching in stores and online throughout May, the SS18 range covers bathing suits and bikinis made from materials such as recycled polyamide and recycled polyester.

Part of the “Under The Sun” summer collection, the Conscious swimwear line covers silhouettes that are sporty yet sleek. Simple shapes are complemented with strap details, cut-outs, ruffles and lacing for a fashion-forward yet practical feel. One-piece swimsuits, bikini tops and bottoms make up the line where colors like classic black, bright yellow and bold fuchsia are complemented with floral prints.

Image: Courtesy of H&M

The collection reflects H&M’s wider ethos of reducing plastic waste by recycling materials derived from plastic sources. In April this year, the brand launched its seventh Conscious Exclusive collection which made use of old fishing nets, recycled plastic beads and nylon waste in an effort to reduce plastic pollution of the world’s oceans.

“We continue to stretch the boundaries of sustainable fashion,” said Ann-Sofie Johansson, creative advisor at H&M, at the time of the Conscious Exclusive launch. The range introduced two new materials to the H&M Conscious mix: ECONYL and recycled silver.

Much like the Conscious Exclusive collection, which was launched with a campaign fronted by Christy Turlington-Burns, the sustainable swimwear collection has been released with a campaign starring international supermodels Carolyn Murphy and Katherine Howe.

Image: Courtesy of H&M

In other H&M news, the label recently announced its designer collaboration for 2018 will be luxury Italian brand Moschino. Due for release on November 8, the collection will cover men’s and women’s clothing and accessories that combine H&M’s on-trend style with Moschino’s pop-culture inspirations.

H&M Conscious swimwear is available now at select H&M stores and online.


Morgane Le Caer

Morgane Le Caer is Fashion Insights Reporter at She studied English Literature & Foreign Civilisations at UCL, before spending four years writing fashion, beauty, celebrity, and lifestyle content at Popsugar. You’ll see her writing about the biggest events and latest trends taking over the fashion industry.