Sustainable Swimwear Just Got The Ultimate Makeover

Scandinavian brand Weekday are one of the many fashionable arms of the H&M Group, and they’ve raised the stakes for swimwear this summer.

Made entirely from waste materials such as polyamide and polyester, the new Weekday swimwear collection offers simple, sporty basics for both men and women. In a refreshing new campaign, the brand also embraced diverse casting, supporting body positive styling throughout.

As a collection, there’s endless options. For women, bright red and yellow crop tops offer a refreshing update on the usual silhouettes, and for classic looks there’s triangle and scalloped tops in pastel pinks, greens and blues, as well as inky blacks. Bottoms come high waisted or with string ties, and the swimsuit designs are full of racer backs.

The asymmetric ‘Nola’ design is perfect for making a statement on the sand, while floral prints are a must-have if you’re looking to take yourself straight from the pool and into the beach bar. They look so good you’ll probably find it hard to take them off, and the tops are perfect for pairing with a-line skirts, or under spaghetti strap 90s dresses.

For men, the collection is equally versatile. Shorts in bright colours and white piping detail again offer a sporty take on beachwear, while graphic prints give a summery update to the classic style. The affordable prices (designs start at £8) also mean there’s really no excuse not to dive in and embrace ethical style this summer.

The move comes as H&M Group has, more generally, upped its commitment to adopting a sustainable model for their brands. They recently sponsored the Global Fashion Summit in Copenhagen, in which ideas around how to optimise a commercially viable, circular model were discussed and debated. While sustainable fashion has historically been spurned by the industry as ‘uncool’, initiatives such as Weekday’s are guaranteed to make a positive impact on how sustainability is viewed, which will lead to exciting change in the long-term. Shop for highlights from Weekday’s swimwear collection below.

Since you are here, we would like to share our vision for the future of travel - and the direction Culture Trip is moving in.

Culture Trip launched in 2011 with a simple yet passionate mission: to inspire people to go beyond their boundaries and experience what makes a place, its people and its culture special and meaningful — and this is still in our DNA today. We are proud that, for more than a decade, millions like you have trusted our award-winning recommendations by people who deeply understand what makes certain places and communities so special.

Increasingly we believe the world needs more meaningful, real-life connections between curious travellers keen to explore the world in a more responsible way. That is why we have intensively curated a collection of premium small-group trips as an invitation to meet and connect with new, like-minded people for once-in-a-lifetime experiences in three categories: Culture Trips, Rail Trips and Private Trips. Our Trips are suitable for both solo travelers, couples and friends who want to explore the world together.

Culture Trips are deeply immersive 5 to 16 days itineraries, that combine authentic local experiences, exciting activities and 4-5* accommodation to look forward to at the end of each day. Our Rail Trips are our most planet-friendly itineraries that invite you to take the scenic route, relax whilst getting under the skin of a destination. Our Private Trips are fully tailored itineraries, curated by our Travel Experts specifically for you, your friends or your family.

We know that many of you worry about the environmental impact of travel and are looking for ways of expanding horizons in ways that do minimal harm - and may even bring benefits. We are committed to go as far as possible in curating our trips with care for the planet. That is why all of our trips are flightless in destination, fully carbon offset - and we have ambitious plans to be net zero in the very near future.