H&M has teamed up with British textile and wallpaper brand GP & J Baker for a new womenswear collection that will launch in selected stores and online on 2 August.
The collection features prints such as Magnolia, which William Turner painted for G P & J Baker in 1913, and comprises long, fluid and voluminous silhouettes in light and sheer fabrics with contrast trims.
”The prints selected are part of GP & J Baker’s unique DNA,” said Ann Grafton, managing director and creative director of GP & J Baker, which was founded in 1884.
“They are some of our most iconic and most treasured designs, so to see them continuing their journey into a new arena in such an innovative and interesting way in the world of fashion is a wonderful prospect.”
“It’s such a wonderful time in fashion for statement-making prints and patterns so we’re excited to be collaborating with one of the most prestigious textile and wallpaper houses,” added Pernilla Wohlfahrt, H&M’s design director. “The pieces from the collection are feminine and strong with an effortless feel, and will appeal to those who love both fashion and great print design.”