Swedish clothing retailer Hennes & Mauritz (H&M) has partnered with British wallpaper and textile house GP & J Baker to launch new womenswear collection.
As part of the collaboration, the collection will feature GP & J Baker archival prints in fashionable designs developed by the H&M in-house team.
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By GlobalDataThe prints used for the collection include Magnolia, the classic Oriental Bird, Blossom, and Hydrangea Bird.
GP & J Baker managing director and creative director Ann Grafton said: “We are thrilled and honoured 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.”
According to the company, the womenswear collection is available in a wide range of styles, as well as silhouettes featuring details such as puff shoulders, balloon sleeves, lace inserts and contrast print trims.
The retailer will roll out the range in select stores across the world and online, starting 2 August.
H&M design director Pernilla Wohlfahrt said: “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.”
