After Madonna's success as fashion designer in her limited edition fashion line with H&M, the next singer to try its best in this business is Australian Kylie Minogue who actually is totally top-of-mind due to her courage confronting breast cancer and her later broke-up with Olivier Martinez.
Under the claim "H&M loves Kylie", Minogue has designed a swimwear line of 15 designs bohemian- chic that will be on H&M stores worldwide by may 2007. Kylie has declared that "it has been great experience to work with H&M on creating this summer range. To me it is all about summer indulgence, effortless chic and lots of fun". The 10% of the benefits will go to the international charity WaterAid that provides water to the poorest areas around the globe.
H&M strategy of collaborating with singers and fashion designers has been quite successful with either Madonna, Viktor&Rolf, Stella McCartney; who certainly upgrade the brand and create unique and non- massive clothes.