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.

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.