H&M collaborates with GP&J Baker for womenswear collection

HM GPJ Baker

Following on their collaboration with Love Stories for a lingerie capsule, H&M has teamed up with British fashion house GP&J Baker to create a vintage womenswear collection of florals.

The collection includes blouses, dresses, suits, trousers, jackets, and scarves in light and sheer, with a wide range of sophisticated and romantic pieces. Overall the pieces have minimalist styles with a feminine edge, with floral patterns and lace.

The H&M design team used cherished GP & J Baker archival prints such as classic Oriental Bird, Blossom, Fretwork, Hydrangea Bird and the 1913 William Turner creation Magnolia to produce fashionable designs.

‘It’s such a wonderful time in fashion for statement-making prints and patterns so we’re excited to be collaborating with one of the most prestigious textile and wallpaper houses. The pieces from the collection are feminine and strong with an effortless feel, and will appeal to those who love both fashion and great print design,’ said Pernilla Wohlfahrt, H&M’s Design Director in a press release.

‘We are thrilled and honored to be collaborating with H&M. The prints selected are part of GP & J Baker’s unique DNA. They are some of our most iconic and most treasured designs, so to see them continuing their journey into a new arena in such an innovative and interesting way in the world of fashion is a wonderful prospect,’ Ann Grafton, Managing Director and Creative Director of GP & J Baker added.

The HM x GP&J Baker womenswear collection is available now at H&M in stores and online.

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