Swedish fashion chain Hennes & Mauritz (H&M) has signed celebrity Kylie Minogue as the face of its new range of swimwear.
The company has collaborated with the Australian pop singer to launch a new line of clothing under the name “H&M Loves Kylie” comprising 15 styles which will form part of its main swimwear range.
Minogue will front H&M’s forthcoming beachwear ad campaign to coincide with the launch of its new summer range.
The new range will be available in all H&M stores selling womenswear products from mid-May.
The singer has inspired a new range of “bohemian-chic beachwear” for the retailer which ties into its summer theme based around the relaxed, sporty, beach-lifestyle synonymous with Australia.
The retailer will donate 10% of all money spent on the beachwear line to WaterAid, the international charity that helps provide safe domestic water, sanitation and hygiene education to the world’s poorest nations.
H&M has also teamed up with renowned designers Viktor & Rolf, Karl Lagerfeld and Stella McCartney along with pop singer Madonna to design a line of clothes and accessories for the retailer.