H&M Kids releases Childrenswear collection in collaboration with Morris & Co.
Swedish fashion giant H&M (Hennes & Mauritz) has collaborated with British decorative arts and manufacturing firm Morris & Co. on a heritage-inspired kidswear collection for its childrenswear division H&M Kids.
Centred around one of Morris & Co’s most-loved prints, Strawberry Thief, the collection comprises of intarsia knitwear, needlecord print separates, scalloped-collar blouses, smocked dresses and matching sets for babies and kids.
Rooted in craft and made for everyday wear, the pieces feature decorative details such as crochet trims, rustic stripes, and floral placement embroidery while a palette of ivory, taupe, chestnut, dusky pink and deep teal captures the warmth of an English autumn.
Strawberry Thief was designed in 1883 by Morris & Co. founder William Morris (1834-1896). Featuring thieving birds tangled among strawberries and blossom botanicals and signature florals, it is still instantly recognisable well over a century on.
‘Our collaboration with Morris & Co. takes the storytelling of Strawberry Thief and brings it into everyday kidswear- pieces that feel rooted in craft but ready for real life. Together, we’ve created a collection that is about heritage made playful,’ Sofia Lofstedt, Head of Kidswear Design at H&M stated in a press release.
‘Strawberry Thief is all about celebrating the small, wild details in daily life, which felt like the perfect starting point for a children’s collection. The story of thrushes visiting the kitchen garden of Morris’ countryside home is an idyllic fairy tale in itself, and working with H&M brings these designs to a new generation, in pieces made to be worn, loved and lived in,’ added Jessica Clayworth at Morris & Co.
The Morris & Co. H&M Childrenswear collection is available now in selected markets online at hm.com. Check out the looks from the collection here.
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