H&M Calls This the Most Flattering and Comfortable Swimsuit Ever


(Image credit: H&M)

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, H&M 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.

Yesterday, 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-colored crinkled-fabric swimsuits, which H&M also called out as being comfortable, and it looks it.

The crinkled-fabric swimsuits start at just $13 for the one-piece and top out at $26 for the high-leg bikini. Shop the various options below as well as a few other swimsuits I couldn't resist including.

Shop More of H&M's Best Swimsuits

Next up, the 25 best tie-dye swimsuits on the internet.

Allyson Payer
Senior Editor

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. 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.