September 19, 2018

H&M launches collection with Morris & Co

Fashion brand H&M has joined forces with British interiors brand Morris & Co to launch a new tailored collection this autumn. Featuring some of the most recognized Morris prints, the new range will be available globally (in-store and online) from October 4.The H&M x Morris collection includes a wide ran...

By Gargi

Fashion brand H&M has joined forces with British interiors brand Morris & Co to launch a new tailored collection this autumn. Featuring some of the most recognized Morris prints, the new range will be available globally (in-store and online) from October 4.

The H&M x Morris collection includes a wide range of strong tailored coats, jackets and trousers, dresses and blouses, knits and coordinating separates.

Sourced from its vast archive, the Morris & Co prints have been used throughout the H&M collection include signature William Morris wallpaper and interior textile prints, including Love is Enough, a tribute to his many skills as a writer, poet and typographer.

Lily Leaf and Marigold are also used as all-over prints, while the flowerheads of Pimpernel originated as a wallpaper print, along with contemporary version of a traditional tartan, Woodford Plaid, The Brook and Snakeshead.

“The Morris & Co prints are some of the most recognised and loved around the world, while William Morris is not only synonymous with the Arts and Crafts movement, but also a strong advocate of beautiful design,” said Pernilla Wohlfahrt, design director at H&M.

“We’re thrilled to be collaborating on a collection with this iconic British brand and to be able to share these designs with our customers.”

Helen Webster, licensing director at Style Library, which handles Morris & Co, added, “As custodians of William Morris’ original company, Morris & Co’s licensing strategy is to work with partners who understand the William Morris heritage and its relevance and inspiration for today’s consumer.

“We are delighted to work with H&M to bring Morris & Co archive designs to a new audience within the fashion world and this collaboration very much complements our own growing Morris licensing programme in the UK, the US and Asia.”

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