H&M is launching a vibrant and playful wildlife collection for kids with
a summer collaboration with UK-based illustrator and pattern designer Emma
Jayne.
The painterly gouache illustrations capture the different
characteristics of animals and greenery in a “fun and quirky way”, explains
the retailer, and are printed onto a range of children’s clothing,
swimwear, accessories and shoes.
Launching mid-April, the kidswear collection features eye-catching
illustrations by Jayne include tropical birds, tigers and marine life,
along with palm trees, fantastic blooms and underwater foliage, on a range
of T-shirts, tops, shorts, dresses, jumpsuits and swimwear. With tie-up
details, drawstring waists, soft ruffles and coordinating separates, as
well as accessories include matching sandals, hats and headbands.
The summery collection of bright green, turquoise and sunset shades such
as coral and yellow, soft black, white and a touch of metallics, has also
been made from woven viscose and sources cotton through the Better Cotton
Initiative, which supports a more sustainable cotton production.
Commenting on the collection, Jayne said in a statement: “I love
creating characters in their surroundings, so it was fun to mix tropical
birds with beautiful flowers and leafy palms or imagine a surf safari
setting.
“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.”
Sofia Löfstedt, head of kidswear design at H&M, added: “There’s a
wonderful sense of joy in Emma Jayne’s work that captures the imagination
of both children and adults.
“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.”
Click Here: COLLINGWOOD MAGPIES 2019
Images: courtesy of H&M