H&M’s new premium children’s line, H&M Adorables, has debuted in a pop-up space at Selfridges London.
- The collection features luxurious materials, including cashmere and organic cotton, emphasizing quality and longevity.
- Sofia Löfstedt, H&M Kids head of design, highlights the meticulous attention to detail in the collection.
- Open Studio Stockholm designed the pop-up and Oxford Street window display, enhancing the shopping experience.
- The range is available at Selfridges in Birmingham and Manchester, as well as online and selected stores.
H&M has established its innovative premium childrenswear line, H&M Adorables, within a bespoke pop-up setting at Selfridges, London. This strategic move marks the brand’s initial venture into department stores, aiming to capture a sophisticated audience with an eye for timeless fashion aesthetic. The line, introduced globally this month, is curated with high-caliber materials such as cashmere, organic cotton, and premium wool knitwear, promoting durability and style.
The creative force behind H&M Kids, Sofia Löfstedt, articulates the brand’s vision: ‘This line was born from a desire to create beautifully considered pieces in high-quality compositions and with a meticulous attention to detail.’ Her insight underscores the brand’s commitment to merging elegance with practicality, presenting garments designed to endure. Selfridges, renowned for its upscale retail environment, offers a fitting backdrop for this high-end collection.
To amplify the tactile and visual allure of H&M Adorables, Open Studio Stockholm was commissioned to construct the pop-up space alongside the Oxford Street window. The display employs wooden fixtures, cultivating an immersive atmosphere that attracts both parents and children. This experiential approach not only showcases the garments but also reflects the brand’s ethos of quality and innovation.
Beyond London, the H&M Adorables line extends its reach to Selfridges in Birmingham and Manchester, and is accessible through H&M’s online platform and select brick-and-mortar locations. This strategic distribution ensures the collection’s availability to a broader demographic, enhancing the brand’s footprint in the premium sector.
This strategic initiative by H&M seeks to redefine children’s fashion with quality and elegance, creating a lasting impression within the industry.
