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H&M launches premium kidswear Line Adorables at Selfridges London

15 Oct '24

2 min read

Sweden's H&M launches premium kidswear Line

Pic: H&M

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H&M has launched a vibrant pop-up store at Selfridges London for its new premium childrenswear line, H&M Adorables.
Featuring high-quality materials and playful elements, the collection is showcased in a wooden, immersive space designed by Open Studio Stockholm.
The store includes cashmere, wool knitwear, and organic cotton pieces, with a news stand and a mascot by artist John Bond as focal points.

H&M has opened a vibrant pop-up store at Selfridges London, dedicated to H&M Adorables, its brand-new premium childrenswear line. Rooted in a timeless aesthetic and high-quality materials, the concept launched worldwide this October, with the Selfridges pop-up representing H&M’s first ever foray into department stores.

While H&M Adorables is characterised by refined silhouettes, high-quality materials and enduring pieces, it also includes playful elements. The Selfridges space uses wooden fixtures and a news stand centerpiece to showcase the collections and offer an immersive experience for parents and children alike.

“We’re absolutely thrilled to present H&M Adorables, our new premium kidswear concept, to Selfridges customers. This line was born from a desire to create beautifully considered pieces in high-quality compositions and with a meticulous attention to detail, and we can’t think of a more fitting place than Selfridges to house the collection. We’re so excited to see the pop-up come to life and for Selfridges shoppers to experience it,” says Sofia Löfstedt, Head of Design and Creative H&M Kids.????

H&M commissioned Open Studio Stockholm to design the pop-up space and the Oxford Street window display. Wooden structures dominate the space, showcasing garments ranging from super-soft cashmere to premium wool knitwear, alongside organic cotton blouses and waxed-cotton jackets. A wood clad kiosk offers a focal point, accompanied by a large depiction of the H&M Adorables mascot designed by British artist John Bond.