H&M has unveiled a show-stopping print collaboration with British wallpaper and textile house GP & J Baker
It’s no secret that maximalism is having a major moment and, as lovers of colour and pattern, we couldn’t be more on board with the trend. H&M (also known as Hennes & Mauritz) is the latest retailer to jump on the wagon and embrace maximalist floral patterns – it has collaborated with British wallpaper and textile house GP & J Baker on a range of floral dresses, blouses, trousers, accessories.
It’s not the first time we’ve seen statement wallpapers be re-imagined for fashion; De Gournay famously collaborated with Aquazzura on their second covetable shoe collection earlier this year.
Now fashion and interiors meet again in this match made in high-street heaven, giving us all maximal style at an affordable price point.
H&M is no novice when it comes to partnering with famous design houses – the Swedish fashion giant has perviously partnered with Karl Lagerfeld, Stella McCartney, Matthew Williamson, Versace, Lanvin, Balmain, Kenzo, Roberto Cavalli, Erdem and Jimmy Choo, and 2018 has already seen H&M announce collaborations with Moshino and intimates brand Love Stories. But this is the first time the retailer has partnered with a heritage brand (or an interiors brand for that matter) – and the first time GP & J Baker has collaborated with a retailer.
Holding the royal warrant since 1982, the British wallpaper brand is renowned globally for supplying beautifully printed textiles and wall-coverings to the royal household. This is the first time the royal warrant holder has collaborated with a retailer, making the company’s gorgeous designs a lot more accessible as the colourful prints from its archive are now emblazoned on to a range of separates includes everything from puff shoulder blouses to dresses with lace inserts, trousers and accessories. Made up of light and sheer fabrics, the silhouettes are long, fluid and voluminous with details such as puff shoulders, balloon sleeves, lace inserts and contrast print trims, the entire range receiving a print-heavy makeover.
The Swedish retailer approached GP & J Baker, which was founded by brothers George Percival and James Baker more than 100 years ago in 1884, for use of its iconic prints from its vast library. The textile brand jumped at the chance to give their designs a new lease of life, according to managing director and creative director Ann Grafton.
“The prints are some of our most iconic and most treasured designs, 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,” she explains.
The GP & J Baker prints used throughout the collection embrace some of the most-loved from the house along with those sourced from its vast archive. Included are prints like Magnolia, which William Turner painted for G P & J Baker in 1913, the classic Oriental Bird, Blossom and Hydrangea Bird, which are mixed with strong geometric patterns such as Fretwork, an homage to the decorative inlay work of the Art Deco designer Jean Durand.
Grafton continues: “The GP & J Baker x H&M collection includes some of our most loved signature prints, which as individual designs we have long treasured. The reinterpretation of the designs and the way in which the H&M design team have combined them, mixing floral patterns and geometric prints has been inspiring. This use of combining of prints is very much how we work in interiors and reconfirming that today fashion and interiors are closer than ever.”
A print tells a story – whether that’s in your wardrobe or at home – and it’s certainly true that today fashion and interiors live side by side, and one often looks to the other for inspiration. This interiors-meet-fashion collaboration also reaffirms the adage that good design can last forever.
The collection is available to buy from August 2 at Hm.com and in select stores worldwide. Race you to the tills…
Prices for the H&M x GP and J Baker collection start from 6.99 pounds for a headband to 34.99 pounds for a jumpsuit.