In May this year, as part of its ongoing collaboration with WaterAid, H&M launched its first full collection of swimwear dedicated to raising funds for the charity.
Falling into the high-street retailer's social responsibility remit, 10% of sales went directly to WaterAid to help change the lives of people in Bangladesh, Madagascar and Tanzania, through improving their water supply.
H&M sees the partnership as key to supporting women in the developing world, who often bear the responsibility of providing water for their families.
WaterAid's relationship with environmentally-friendly cleaning brand Ecover is also a sound fit. The partnership is promoted on Ecover's website and the brand recruited Natalie Umbruglia to create a podcast and online video earlier this year to promote the association, boosting awareness and subsequently helping to raise funds for the charity.