Swimsuit Sex Appeal

Showing off their fit and fine figures, a bevy of beautiful beach babes took to the the water for the H&M Ultimate Summer Collection 2010 shoot.

Putting a number of the brands latest looks on display, the sexy models splashed about while cameramen happily snapped up shots.

Known for their cheap chic clothes, H&M is doing their best to enter warmer-weathered markets in the States - as the Swedish based company currently fairs much better in colder climated markets.

To do so, the latest swimsuit separates are hitting store shelves priced as low as $4.95 with rompers going for just $9.95.

Of the effort to gain market share, H&M Chief Executive Karl-Johan Persson said of the growth opportunity available, "There is huge potential."