Fashion retailer teams with British interiors brand for new tailored collection.
Fashion retailer H&M is collaborating with British interiors brand Morris & Co this autumn on a new tailored collection.
The new range – which features some of the most recognised Morris prints – will launch globally (in-store and online) from October 4.
The H&M collection includes a wide range of strong tailored coats, jackets and trousers, romantic dresses and blouses, cosy knits and coordinating separates. Silhouettes are longer yet lean, with wool blends, velvet and fluid fabrics, and details such as tie-necks, voluminous sleeves, knife pleats and ruffles.
Sourced from its vast archive, the Morris & Co prints used throughout the H&M collection include signature William Morris wallpaper and interior textile prints, including Love is Enough, a tribute to his many skills as a writer, poet and typographer.
Lily Leaf and Marigold are also used as all-over prints, while the flowerheads of Pimpernel originated as a wallpaper print. Other prints used include contemporary version of a traditional tartan, Woodford Plaid, The Brook (created in 2015 but inspired by medieval tapestries) and Snakeshead (which was originally block-printed onto cotton).
“The Morris & Co prints are some of the most recognised and loved around the world, while William Morris is not only synonymous with the Arts and Crafts movement, but also a strong advocate of beautiful design,” said Pernilla Wohlfahrt, design director at H&M. “We’re thrilled to be collaborating on a collection with this iconic British brand and to be able to share these designs with our customers.”
Helen Webster, licensing director at Style Library, which handles Morris & Co, added: “As custodians of William Morris’ original company, Morris & Co’s licensing strategy is to work with partners who understand the William Morris heritage and its relevance and inspiration for today’s consumer.
“We are delighted to work with H&M to bring Morris & Co archive designs to a new audience within the fashion world and this collaboration very much complements our own growing Morris licensing programme in the UK, the US and Asia.”