Leave it to H&M to impress us with a major designer collab. The Swedish fast-fashion powerhouse is teaming up with iconic British interiors brand, GP & J Baker, to launch a womenswear collection just in time for fall.

“We are thrilled and honoured to be collaborating with H&M. The prints selected are part of GP & J Baker’s unique DNA,” says Ann Grafton, Managing Director and Creative Director of GP & J Baker. “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.”


For those of you who are unfamiliar with the British house, GP & J Baker is an iconic wallpaper and textile company founded by brothers George Percival and James Baker in 1884 and has been a proud holder of The Queen’s Royal Warrant since 1982. Their H&M collection will feature prints like Magnolia, which was painted by William Turner for GP & J Baker in 1913; the Oriental Bird, Blossom and Hydrangea Bird; and Fretwork, a strong geometric pattern that pays homage to the decorative inlay work of Art Deco designer Jean Durand.


The collection hits all the current trends, which is taking inspiration from the ’70s: there’s vintage-style dresses, jumpsuits, kimonos, midi skirts, and flowy pants. Because of the intricate and sophisticated patterns, this collab lends itself to a versatile closet: you could wear the blazer with a neat blouse and trouser to work, and then pair it with a leather mini skirt and a black bralette for a night out. Wear the wide-leg trouser with a solid top or have fun and style them with another print. The line opens itself up to limitless outfit options.

H&M designers created a range of sophisticated and romantic pieces. Silhouettes are long, fluid, and voluminous, and the fabric appears light and sheer. Details include puff shoulders, balloon sleeves, lace inserts, and contrasting print trims.

“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,” H&M’s Design Director Pernilla Wohlfahrt noted, “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.”

The GP & J Baker x H&M collection goes on sale online and in select stores worldwide August 2nd.



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