Cath Kidston is celebrating Roald Dahl’s iconic Matilda in its latest licensed collaboration.
The British lifestyle brand has launched a limited edition, hand-painted collection in collaboration with The Roald Dahl Story Company which it says reflects Matilda’s ‘fierce spirit and strength’.
Reflective of how Matilda connects people through stories, each print has a narrative of its own, grown from a favourite quote from the book which can be found in a range of products across multiple categories.
For pieces such as a new soft waist midi dress for adults and children’s ready to wear, a unique floral print was hand-drawn especially for the collaboration, with the Cath Kidston team bringing to life the quote “words went off like fireworks”.
The New Worlds print, meanwhile, is a dreamscape steeped in detail, showcasing Matilda’s liberation through imagination across the collection’s backpacks and pyjamas.
In addition, the Be Outrageous print across homeware items was inspired by the quote “never do anything by halves if you want to get away with it. Be outrageous”.
“Partnering with the Roald Dahl Story Company to celebrate the character of Matilda was really very exciting,” commented Holly Marler, creative director of Cath Kidston. “Matilda’s resilience and utter commitment to what is right and what is wrong, really reminded me of my daughters, especially during times of hardship in the pandemic. I thought her strength and passion would relate to adults and children alike at this time.
“I have always loved the story of Matilda and Sir Quentin Blake’s illustrations and it was an absolute honour to create prints with them. I believe our collection really tells Matilda’s story beautifully.”