# Tropical Charitable Fashion The H&M for Water Provides Access to Sanitation and Clean Water By Shiori Mine | Published 2012-06-05 | Eco Source: Trend Hunter, https://www.trendhunter.com/trends/hm-for-water References: [fora.mtv](http://fora.mtv.ca/2012/05/buy-it-now-hm-for-water/) & [hm](http://www.hm.com/us/hm-for-water) If sustainable and social good products pique your interest, [H&M](https://www.trendhunter.com/trends/hm-2) for Water is a must-see campaign. The Swedish retailer has launched a new collection of [resort wears](https://www.trendhunter.com/trends/animalia) for the entire family, where 25% of sales will go towards sustainable water projects. Since 2002, the brand has sold swimsuits to support international development projects. H&M has decided to expand its initiative this year, by releasing a full collection made of [sustainable materials](https://www.trendhunter.com/trends/regeneration-nation) such as Tencel, linen and organic cotton. The proceeds support an organization called WaterAid, a non-profit group that provides access to clean drinking water and sanitation to the developing world. The H&M for Water lookbook is full of Hawaiian beach motifs, festival-ready bralets and punchy coral accessories. H&M is focusing its donations towards projects in Bangladesh, India and Pakistan where they employ workers to manufacturer its goods. Image Credit: Additional [H&M](http://www.hm.com/us/subdepartment/LADIES?Nr=214475) ## Trend Insights (Trend Hunter) - Score: 4.0/10 - Popularity: 65% | Activity: 48% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Eco](https://www.trendhunter.com/eco) ## Key Themes ### What's Driving This Trend - **Sustainable Fashion:** Exploring the use of sustainable materials in fashion to support social good projects. - **Resort Wears:** Creating resort wear collections that contribute to sustainable water projects. - **Access to Clean Water:** Promoting initiatives that provide access to clean drinking water and sanitation in the developing world. ### Who This Affects Most - **Fashion Retail:** Opportunities for fashion retailers to collaborate with non-profit organizations and support sustainable water projects. - **Manufacturing:** Manufacturers can partner with brands to contribute to social good projects in countries where they produce goods. - **Non-profit:** Non-profit organizations can collaborate with fashion brands to raise funds and support access to clean water initiatives. ## Related on Trend Hunter - [Eco-Minded Workout Wear](https://www.trendhunter.com/trends/hm-2.md) - [Organic Cotton Beachwear](https://www.trendhunter.com/trends/hm-studio-1.md) - [Conscious Consumerism Apparel](https://www.trendhunter.com/trends/or-collective-and-h-project.md) - [Hurricane Relief Swimwear Initiatives](https://www.trendhunter.com/trends/goldie-swimwears-campaign.md) - [Collaborative Circular Collections](https://www.trendhunter.com/trends/heron-preston-1.md) - [Clean Water CSR Campaigns](https://www.trendhunter.com/trends/give-water-give-health.md) - [Show-Inspired Tropical Apparel](https://www.trendhunter.com/trends/the-white-lotus-1.md) - [Modern Low-Impact Swimwear](https://www.trendhunter.com/trends/vitamin-a-1.md) - [Whimsical Ethically Made Apparel](https://www.trendhunter.com/trends/iclothing.md)