It's no secret thatmaximalism (opens in new tab)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 (opens in new tab)- it has collaborated withBritish wallpaper and textile house GP & J Bakeron 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 (opens in new tab) on their second covetable shoe collection earlier this year.
Now fashion and interiors meet again in thismatch made in high-street heaven, giving us allmaximal style at an affordable price point.
H&M is no novice when it comes to partnering with famous design houses – theSwedish fashion giant has perviously partnered withKarl Lagerfeld (opens in new tab), Stella McCartney (opens in new tab), Matthew Williamson (opens in new tab),Versace (opens in new tab), Lanvin, Balmain, Kenzo, Roberto Cavalli,Erdem andJimmy Choo, and2018 has already seen H&M announce collaborations with Moshino and intimates brand Love Stories. Butthis 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 Bakerhas collaborated with a retailer.
Holding theroyal warrant since 1982, theBritish wallpaper brandis renowned globally for supplying beautifully printed textiles and wall-coverings to the royal household. This isthe first time the royal warrant holder has collaborated with a retailer, making thecompany's gorgeous designs a lot more accessible as the colourful prints from its archiveare now emblazoned on toa 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 receivinga 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 itsvast library. The textile brandjumped 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: “TheGP & J Baker x H&M collection includes some of our most lovedsignature prints, which as individual designs we have long treasured. Thereinterpretation of the designs and the way in which the H&Mdesignteam have combined them, mixing floral patterns and geometricprints has been inspiring. This use of combining of prints is very muchhow we work in interiors and reconfirming that today fashion and interiorsare closer than ever.”
A print tells a story – whether that’s in your wardrobe or at home – and it'scertainly true thattoday fashion and interiors live side by side, and one often looks to the other for inspiration. This interiors-meet-fashion collaboration also reaffirmsthe adagethat 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.
Lotte is the Digital Editor for Livingetc, and has been with the website since its launch. She has a background in online journalism and writing for SEO, with previous editor roles at Good Living, Good Housekeeping, Country & Townhouse, and BBC Good Food among others, as well as her own successful interiors blog. When she's not busy writing or tracking analytics, she's doing up houses, two of which have features in interior design magazines. She's just finished doing up her house in Wimbledon, and is eyeing up Bath for her next project.
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