Global fashion powerhouse H&M delivers a physical and emotional power punch with its Spring Summer 2021 Swimwear campaign. Led by superwoman Paoma Elsesser, the campaign takes a deep dive into the terrain of unapologetically feminine strength with a cast that celebrates all body types and forms.

The brand comes straight at us with a definitive statement that’s light years away from the “flawless” messages (one of the most harmfull words in modern marketing in the opinion of AOC) of summers past.

Dive in & enjoy the silence

Hey, you! It's your summer, done your way. Don't let self-doubt, other people's opinions and negativity tag along. Dive into the water, swim away from the noise, follow your own voice, and come back recharged.

Paloma Elsesser is joined by co-stars Bintou Sillah, Nouri Hassan, Shawn Lakin, Tani Gunn and Yumi Nu in music to mute our inner critic and harsh, media-messages landscape with an empowering new version of Depeche Mode's "Enjoy the Silence," created by the artist Fousheé.

Amber Grace Johnson [IG] is in charge of video and photography for this gorgeous campaign, with styling by Jaime Kay Waxman.

Wait up! H&M is not done yet. We’re talking sustainability.

“I’m particularly proud of the fabrics in this swimwear collection, it’s our most sustainable swimwear collection thus far, and all of the designs are made of at least 85% recycled polyester. We’re so pleased to offer inclusive sizing with this emboldening swimwear collection, too.”

says Maria Östblom, Head of Design Womenswear at H&M.

To deliver its unapologetic focus on feminine strength, the designs of swimsuits in the H&M 2021 SS Campaign include strapped silhouettes that celebrate all bodies and forms. H&M really walks their talk with classic bandeaus, curved briefs and feminine off-the-shoulder tops that will run up to sizes 50EU online and 46EU in-store.

Textile waste and recycled plastic bottles never looked so good. Rejecting the superficial, photoshopped, physical-perfection eyes of patriarchal values, H&M enters NIKE “just do it” campaign territory. By ditching any inference to being physically “flawless” — the fav word of fashion magazines — H&M drills down to bedrock on what it takes to be a self-actualized woman in today’s world.

Instead of cultivating personal insecurities, H&M promotes the grand-slam spirit of tennis greats like Serena Williams and new-girl powerhouse Naomi Osaka.

H&M gives women the butt-kick to get off the “damsel in distress” couch and leap into action. The Summer 2021 Swimwear Collection will available instore and online in most markets from the beginning of June. Be there. Meanwhile, here’s a look at what’s coming in H&M swimwear for 2021 women in action. ~ Anne