For someone like me who'd rather spend money on jeans and shoes than swimsuits, affordable brands like H&M are high on my swimwear list. Just like the rest of its offerings, the store is regularly adding new swimsuits to its inventory, but it can be tricky to choose the right swimsuit sight unseen. H&M is helping out with that.
Recently, the brand sent out an email entirely dedicated to one particular swimsuit. The subject line of the email was "The most flattering swimsuit—ever." Obviously a bold statement, but of course I was convinced to open the email. The swimsuit in question is a new collection of pastel-coloured crinkled-fabric swimsuits, which H&M also called out as being comfortable, and it looks it.
The crinkled-fabric swimsuits start at just £10 for the one-piece and top out at £25 for the high-leg bikini. Shop the various options below as well as a few other swimsuits I couldn't resist including.