H&M teams up with British textile specialist GP & J Baker

By

Barbara Santamaria

Published
Jul 3, 2018

Hot on the heels of its first lingerie collaboration, announced last month, H&M has unveiled it is working on its debut print collaboration with British wallpaper and textile house GP & J Baker.

Holder of a Royal Warrant since 1982, GP & J Baker has one of the most important archives of printed textiles in the country.

This extensive archive was the starting point for the collaboration with H&M. Historical prints such as Magnolia, painted by English artist JMW Turner for GP & J Baker in 1913, feature throughout the capsule womenswear collection, as well as Oriental Bird, Blossom and Hydrangea Bird.

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The focus on the textile company’s heritage also infuses the silhouettes, with dresses given a 40’s style makeover, and separates drawing inspiration from oriental motifs. Puff shoulders, balloon sleeves and lace inserts give the range a romantic feel.

The collection will launch in selected stores and online in August, coinciding with the release of H&M’s first lingerie collaboration with Amsterdam-based Love Stories. Additionally, the brand is working with Jeremy Scott of Moschino for its next designer capsule collection, launching on 8 November.