UK-based illustrator and pattern designer to launch new collection with retailer later this month.
H&M is readying for the launch of a new wildlife collection for children as part of a summer collaboration with UK-based illustrator and pattern designer, Emma Jayne.
The illustrations capture the different characteristics of animals and greenery and will be printed onto a range of children’s clothing, swimwear, accessories and shoes, reported Fashion United.
The design-led collaboration will include tropical birds, tigers and marine life, as well as palm trees, blooms and underwater foliage, and is due to launch in mid-April.
“With this H&M collaboration, it’s about transporting kids to a brightly coloured and highly imaginative world that they want to engage in, so I’m looking forward to seeing how they play in pieces from the collection,” commented Emma.
Sofia Löfstedt, head of kidswear design at H&M, continued: “For the H&M collaboration, we chose to build up prints of Emma Jayne’s illustrations that evoked summertime – the warmth of the tropics, the carefree holidays and the underwater adventures. We love how the collaboration really brings to life the colours and emotions of playful wildlife.”
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