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For their A/W 2018 capsule collection, H&M has collaborated with iconic interiors brand Morris & Co.
The quintessentially British brand best known for its decorative interiors was founded in 1861 by William Morris, an architect-turned-textile designer who was one of the most recognisable figures involved in the Arts and Crafts movement in England.
His eponymous brand embraces medieval patterns, romanticism, folk-style decoration, bringing a handmade, artisan quality to all of his designs. Always unusual and often ethereal, Morris & Co’s designs play out like a fairytale, and the new H&M have used these iconic designs to create a romantic yet tailored collection.
Sourced from the vast Morris & Co archive, the textile selection consists of some of the most iconic prints usually found on wallpaper and interior textiles, including the beautiful flower heads of “Pimpernel”, designed for a wallpaper that hung in Morris’ own dining room at Kelmscott House. “Snakeshead”, originally printed on cotton, was a personal favourite of Morris’ too. There are more recent additions too, including “The Brook”, created in 2015 but inspired by a series of medieval tapestries. These prints feel fresh and just as relevant today, featuring on everything from t-shirts, pleated skirts to palazzo trousers in the new collection.
The A/W collection comprises strong tailored coats, jackets, trousers, romantic dresses and blouses, cost knits and coordinating separates. The fabrics used are luxurious yet practical including wool blends, rich velvets, and silks. Morris & Co profoundly influenced interior decoration on a global scale and Claire Vallis Creative Director of Morris & Co says “we are delighted to work with H&M and to bring these designs to a new audience within the fashion world.”
Have a look at the collection below, available in store and online from October 4.