H&M in summer RTW collab with Molly Goddard's Desmond & Dempsey label
The coronavirus crisis may be dominating the thinking of fashion companies at the moment, but there’s an element of business as usual and with online sales still happening and expectations that lockdowns could begin to ease within weeks, product launches are continuing.
H&M has just announced a collaboration with London-based Desmond & Dempsey, the luxury pyjama label that’s the brainchild of Molly Goddard and Joel Jeffery.
The women’s daywear collection is the first ever by the brand that has become known for its hand-painted prints. The womenswear collab features prints “inspired by Australia in easy-going silhouettes and lightweight natural fabrics”. It launches on April 23.
It includes “laidback yet chic dresses, kaftans and other warm weather essentials”, designed by an H&M in-house team, who worked closely with Desmond & Dempsey. The silhouettes are “predominately long and floaty, with natural fabrics such as fluid linen, cotton voile and viscose”.
The prints are key to the offer and were created by hand and inspired by Goddard and Jeffery’s birthplace of Australia. That means palms and botanical elements in repeat patterns or Toile de Jouy-like prints in a colour palette of saffron yellow, dusty pink, azure blue, forest green and soft beige.
Goddard said the collab is particularly exciting as it’s “our first time venturing outside the bedroom, so we are excited to see our prints ‘in the wild’. We have loved working with the H&M team and have been blown away how intimate and collaborative the whole process was”.
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