Known for its numerous collaborations with luxury brands like Erdem, Kenzo, Alexander Wang and Balmain, the trendy fast-fashion brand took a different direction by tapping the iconic British textile house GP & J Baker.
Together, they created a capsule collection that plays with various prints featuring flora and fauna and architectural designs that was sourced from the 100-year-old archival prints of the textile house.
What makes this collaboration even more special is the Royal Warrant granted to the print house since 1982. GP & J Baker, a personal favourite of the Queen, has the distinct privilege of carrying the logo of the British Monarch.
Ann Grafton, Managing Director and Creative Director of GP & J Baker said, “the prints selected are part of GP & J Baker’s unique DNA… So to see them continuing their journey into a new arena in such an innovative and interesting way in the world of fashion is a wonderful prospect.”
The collection features royal designs like the Magnolia which William Turner painted for GP & J Baker in 1913. And by incorporating the classic oriental bird, blossom and hydrangea bird to the strong geometric pattern of the Fretwork wallpaper print was to pay an homage to the decorative inlay work of Art Deco designer Jean Durand.
The collection is a must-have because of the sophisticated and romantic pieces. Long, fluid, and voluminous, the all-female line is complemented by puff shoulders, balloon sleeves, lace inserts and contrast trims.
Because of the strong yet effortlessly royal feel of the pieces thanks to GP & J Baker’s aberrated touch, Pernilla Wohlfahrt, H&M’s Design Director shares that “it’s such a wonderful time in fashion for statement-making prints and patterns.”
The H&M x GP & J Baker capsule collection will be made available in selected stores worldwide, including the Philippines stores, as well as online, hm.com starting August 2.