H&M in kidswear collab with British illustrator Emma Jayne

By

Sandra Halliday

Published
Apr 20, 2020

H&M has launched a kidswear collaboration with UK-based illustrator and pattern designer Emma Jayne, with designs featuring colourful wildlife prints.

While the timing may not be great, coming as it does in the middle of the coronavirus pandemic, in some ways it’s good timing given the current focus on kids’ fashion over adult clothing. As many countries are still under lockdown and physical shops are closed, there’s a general feeling that buying adult fashion is perhaps too self-indulgent. But this attitude isn't being seen in the kidswear sector and when retailer Next reopened its webstore recently, it said it would only be selling kids’ clothing and some homewares. 

The H&M pieces feature “vibrant and playful portrayals of lively wildlife” for the summer season. The “painterly gouache illustrations capture the different characteristics of animals and greenery in a fun and quirky way,” we’re told, and are printed onto a range of children’s daywear, swimwear, accessories and shoes. 

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Included are “snappy scenes to allover prints, [with] tropical birds, tigers and marine life, along with palm trees, fantastic blooms and underwater foliage,” on a range of T-shirts, tanks, shorts, dresses, jumpsuits and swimwear. 

The pieces are made from woven viscose and cotton sourced through the Better Cotton Initiative.

Colours include bright green, turquoise and sunset shades such as coral and yellow, soft black, white and a touch of metallics. The company also said “tie-up details, drawstring waists, soft ruffles and coordinating separates add to the seasonal feel”. Accessories include matching sandals, hats and headbands.