This gorgeous new collection is launching at H&M in October (and we'll race you there!)
Swedish fashion giants H&M have become rather famous for their many designer collaborations over the yeas, and have produced limited edition collections with some prety famous names over the years (Stella McCartney, Jimmy Choo, Kenzo, Karl Lagerfeldt – to name a few...)
And now the high street brand has reached out to iconic British print brand Morris & Co (known for their gorgeous printed wallpapers, homeware and fabrics).
The result? A stunning collection that will inject the perfect amount of country chic into your wardrobe this autumn-winter.
Morris & Co are a well-known quintessentially British interiors brand, dating back to 1861, when William Morris, a trained architect-turned-print designer, embarked on a mission to improve interior design while keeping its roots in artisanal production. As he rose to become a celebrated member of the Arts and Crafts Movement, he would begin to amass a vast archive of prints that designers still call upon for inspiration today. H&M is the latest in a long line of brands to have delved into the catalogue of textiles and wallpapers baring Morris's art.
“At H&M we continuously look at collaboration ideas as we strive to give our customers new and exciting experiences,” Pernilla Wohlfahrt, H&M design director, told Vogue ahead of the collection launch. “William Morris once said, ‘I do not want art for a few, any more than education for a few, or freedom for a few’. This hit home for us and is exactly what we are all about.”
As for who they picked the patterns, Wohlfahrt explains that going through the archive was “as challenging as it was wonderful,” and reveals they went with themes such as "plaids, animals and wildflowers, to make the collection as vibrant as possible, and older prints to get a sense of workmanship to shine through.”
This is what Claire Valis, creative director at Morris & Co had to say:
"The link between fashion and furnishings grows ever stronger, because great design is great design. And, as far as Morris is concerned, there is an energy within his patterns that seems to marry so well with the youthful energy of fashion.”
The collection will launch in stores and online on October 4th, and having been lucky enough to have had a sneak preview, we have picked the favourites we'll be dying to get our hands on:
1. Blazer (£34.99)
2. Blouse (£17.99)
3. Dress (£24.99)
4, Silk scarf (£19.99)
5. Trousers (£29.99)
6. Jumper (£17.99)
7. Hairband (£7.99)
8. Pussy-bow blouse (£8.99)
9. Wool scarf (£34.99)
10. Bag (£19.99)