H&M Calls This the Most Flattering and Comfortable Swimsuit

last updated 16 March 2021

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.

H&M

Crinkled Swimsuit High Leg

H&M

Padded Bandeau Bikini Top

H&M

Padded Bikini Top

H&M

Bikini Bottoms

H&M

Brazilian Bikini Bottoms

Shop More of H&M's Best Swimsuits

H&M

High Leg Swimsuit

H&M

Swimsuit With Padded Cups

H&M

Padded Bikini Top

Shop the matching Brazilian Bikini Bottoms (£13).

H&M

Swimsuit Extra High Leg

H&M

Padded Bikini Top

Shop the matching Brazilian Bikini Bottoms (£10).

H&M

Tie-Front Bikini Top

Shop the matching Brazilian Bikini Bottoms (£10).

Next up, the biggest spring/summer 2020 fashion trends to know.

This piece originally appeared on Who What Wear U.S.

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Allyson is a senior editor for Who What Wear. She joined the company in 2014 as co-founder Katherine Power's executive assistant and over the years has written hundreds of stories for Who What Wear. Prior to her career in fashion, Allyson worked in the entertainment industry at companies such as Sony Pictures Television. Allyson is now based in Raleigh, North Carolina, and is originally from Baton Rouge, Louisiana. She holds a BFA in theater arts. Her path to fashion may not have been linear, but based on the number of fashion magazines she collected as a child and young adult, it was meant to be.