H&M Adorables has fast become a firm favourite in our baby & children’s wardrobes. The winning combination of premium quality, charming style and an affordable price is unmatched.
It’s basically our ideal kids wardrobe in terms of styling. Great basics such as wool base layers, grey sweaters and the perfect white tee plus effortlessly cool conversation pieces in soft shades and elevated fabrics – pointelle knit short and shirt sets, the prettiest collar details and prints on blouses and dresses and patchwork denim.
We had a chance to ask Sofia Löfstedt, Head of Design at H&M Kids a few questions on the new spring collection…
Which are your favourite hero pieces from the new collection?
There are so many great pieces! The trench coat is perfect for the transitional period before spring, and for warmer weather I love the striped woven set with tie-up closures. The detailing is amazing, and it feels very elavated but also soft and airy on the skin.
What was the inspiration behind the new collection?
We wanted to convey a sense of rustic elegance with texture and detailing elevating the pieces. It’s very nature and craft inspired, with relaxed sillhouettes that are super easy for kids to move around in.
How do you decide which pieces make the Adorables cut? Is it designed as a completely separate line or are there some you intend for Adorables but end as mainline pieces, or vice versa? I’d love to know a little about the process…
H&M Adorables is designed as a separate line with a dedicated team and studio at the Stockholm head office. The studio is an amazing space to be – the collections and work-in-progress pieces all line the walls and you get so inspired seeing what’s coming up. The rest of the design teams for H&M Kids sit nearby so there is always the possiblity to bounce ideas and share inspiration.
Are there any future plans for an Adorables adults or matching with mini’s collection? Personally, I’d love a few pieces (the dog cardigan from the first collection for a start) in my size.
That dog cardigan was such a star of the launch collection! And what a fun idea – it’s not in the pipeline right now but who knows what the future holds!
How has the spring season moved on from the first collection?
With H&M Adorables we want to create those wardrobe foundational pieces that can be passed down through generations, that won’t change. But it’s also so exciting to be able to revitalise the collection with each seasonal drop. The spring collection has a lightness about it that is very fitting to the season and the materials in focus: organic cotton, linen and silk. We hope that customers will recognise the quality and timeless aestethic, but be excited about the new pieces.
Any new exciting plans for Adorables you can tell us about?
There is so much happening – there is a beautiful summer drop to come, and the autumn collection is looking amazing. We love that the collection is available both at H&M and at Selfridges, and has been so well received by customers. It’s easy to forget we launched just a few months ago! There is so much more to come.
The full collection is available from today.
These are my favorite new pieces…
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