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Swedish retail clothing company H&M has teamed up with British interiors brand GP & J Baker to launch a womenswear line inspired by wallpaper prints and textiles.
The collection infuses popular prints that are often used to brighten up or modernise a home from geometric designs to pastel coloured birds and flowers in bold fabrics.
Ann Grafton, managing director and creative director of GP & J Baker, said: “We are thrilled and honoured to be collaborating with H&M.
“The prints selected are part of our unique DNA and are some of our most iconic and most treasured designs. 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.”
The prints used throughout embrace some of the most-loved from the interior brands archives such as Magnolia, which William Turner painted in 1913. Other classics that are featured in the collection include classic Oriental Bird, Blossom and Hydrangea Bird, which are mixed with strong geometric patterns such as Fretwork, homage to the decorative inlay work of the Art Deco designer Jean Durand.
Pernilla Wohlfahrt, H&M’s design director, is delighted with the outcome. She said: “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. 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.”
Overall, the assortment is light and sheer with a wide range of sophisticated and romantic pieces. Silhouettes are long, fluid and voluminous with details such as puff shoulders, balloon sleeves, lace inserts and contrast print trims. Pyjama-inspired jumpsuits, lounge wear, suits, and co-ords are decorated thoughtfully and tastefully in these patterns and motifs mixing from hard to soft in different looks. Needless to say, the woman wearing these garments will never be seen as a boring old wallflower again.
The items will be available in selected stores worldwide, as well as online.
H&M is located in Seef Mall Seef and Seef Mall Muharraq, City Centre Bahrain and The Avenues Bahrain.