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H&M announces interiors-inspired collaboration

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AFP-Relaxnews
Published
today Jul 27, 2018
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Blending in with the wallpaper has never been more fashionable, if H&M's new collaboration is anything to go by.


H&M


The Swedish fashion retailer has teamed up with British heritage wallpaper and textile house GP & J Baker on a womenswear collection that pays homage to some of the brand's most famous archival prints. According to H&M, the collection, which launches on August 2, will be "light and sheer with a wide range of sophisticated and romantic pieces" and long, fluid silhouettes.

"The prints selected are part of GP & J Baker's unique DNA," said Ann Grafton, Managing Director and Creative Director of GP & J Baker, in a statement. "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."

Said prints include the ‘Magnolia,' which was painted for the company by William Turner in 1913, and the ‘Fretwork,' which honors the work of the Art Deco designer Jean Durand.

"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," said 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."

GP & J Baker is the latest in a long list of varied brands to be snapped up by H&M, whose collaborations have become the stuff of fashion legend. The retailer is launching a lingerie collection with intimates brand Love Stories next month and has a series with the Italian luxury label Moschino in the pipeline for this November.
 

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