This year H&M continued its collaboration with WaterAid with a two day sale in a temporary container store that popped up right on the beach, situated at the Hague’s popular Scheveningen seaside resort.
Photo:Jonathan Loek

WaterAid is an international NGO that provides access to safe water, hygiene and sanitation in the world’s poorest communities. The sale donated 25% of proceeds to the project.

Featuring the Swedish apparel retailer’s new ‘Beachwear in Shades of Blue’ line, the event marked the ninth annual collaboration between H&M and WaterAid, says Inhabitat.

“Every purchase from the collection will help WaterAid save lives and lift people out of poverty,” said Caroline Whatley of WaterAid, when the line was introduced in May. “Since 2002, our collaboration with H&M has raised more than $2.4 million to support this vital work.”

Each year H&M donates 10% of the proceeds stemming from sales of a particular bikini to WaterAid. This year H&M expands their contribution to include an entire collection of beachwear, besides the dedicated event in the above-mentioned pop-up shop.