H&M sent fashion fans into a frenzy by announcing a new collaboration with cult beachwear label lemlem.
The collection, launching on April 22, will bring the Ethiopian brand’s signature bikinis, swimwear and cover-ups to British shoppers for a fraction of the usual price.
Lemlem bikini bottoms start from £82 a pair but H&M’s range will have pieces from just £9.99.
The pieces range from easy to wear shorts and tops in pastel to caftans, sundresses, trousers and cover-up as well as colourful swimwear.
Sweden high street giant H&M is released a collaborative collection with sustainable brand lemlem on April 22. Models are wearing pieces from the collection. From left to right: Shirt, £19.99, shirt, £19.99, bikini top, £17.99, bikini bottoms, £9.99, dress, £29.99, crop top, £12.99 shorts, £17.99
Supermodel Lyia Kebede, 43, pictured, imagined both the clothes and the campaign for the collection. She is wearing a blue-striped shirt,(£29.99) and bikini bottoms (£14.99)
Lemlem founder Liya Kebede kept the signature pastel stripes look of her brand for this H&M collaboration, and the garments are made of pleasing pastel blues, pink, yellow and green as well as white.
And for the first time, lemlem tried its hand at crafty unforgettable and affordable jewellery pieces for the collection as well.
Liya said: ‘I love that H&M has always been at the forefront of doing really cool collaborations. So for lemlem, it’s really exciting to be part of that group of collaborating brands.
‘It’s also a first for us to add jewellery as part of this collection and create a whole lemlem look.
This collection marks lemlem’s first foray into jewellery making. The brand is known for promoting sustainable fashion and Ethiopian craftsmanship (Dress, £19.99)
The collection is versatile and includes swimwear, left and trousers and caftans, left, as well as cover ups and sundresses
Pictured: Liya with her daughter Raee, who posed for the H&M x lemlem campaign. All items in the collection are made of traditionally handwoven materials (From left to right: Crop top, £12.99 shorts, £17.99, shirt £19.99, crop top, £12.99 shorts, £17.99)
Liya in a loose pink, white and blue sundress included in the summer-ready collaborative collection (£34.99)
Liya also explained she was also the creative director of the collection’s campaign, which ‘was so much fun and special because I got to shoot with my daughter.’
Raee, Liya’s daughter, can be seen rocking the H&M x lemlem frocks with her mother in pictures that were taken on the beach at sunset.
Maria Ostblom, Head of Deisgn at h&M praised lemlem’s ‘elegance and ease.’
‘With lemlem, you can’t help but notice its ease and elegance, which Liya Kebede obviously and beautifully embodies, too,’ she said.
‘It was wonderful to have Liya’s creative input at every step in this collaboration.
‘We were also really happy to include more sustainable materials throughout the collection and just can’t wait to launch it around the world.’
A model wears a shirt and swimsuit included in the collection. Prices range from £9.99 to £34.99 (Shirt, £19.99)
Liya in a H&M x lemlem shirt and with statement jewellery. Each piece is crafted from more sustainable materials including organic linen, recycled polyester and Tencel™ Lyocell (Tencel Shirt, £24.99)
Liya said she was excited to design lemlem’s first pieces of jewellery for the H&M collaboration, including these bracelets and earrings (Linen Shirt, £29.99)