After a successful collaboration with GP & J Baker (opens in new tab), H&M has tapped into another British heritage brand to inject classic pattern into its high-street offering.
Morris & Co's covetable and instantly recognisable designs have been printed onto everything from t-shirts and blouses, dresses, trousers, skirts and evenheadbands, bags and scarves.
Thenot-to-be-missed collaboration hits stores on the4th October (make a diary note),and we're predicting a sell-out. This is one H&M collaboration you definitely don't want to miss.
Founded byby William Morrisin 1861,Morris & Co has producedsome of the most fashionable and exciting textiles and wallpapers of Morris's era, and hisprints are still some of the most recognised and loved around the world.
H&M was able to delve into Morris & Co's vast archives, digging up someof the most recognisable Morris prints, such as Brer Rabbit, Lily Leaf and Marigold – all of which feature prominently within the new H&M collection.
New prints have been incorporated too; Woodford Plaid offers a contemporary version of a traditional tartan...
While The Brook is a print created in 2015 but inspired by medieval tapestries.
Brer Rabbit was inspired by a 17th-century Italian silk and is symbolic of William Morris’ love of British nature, while Lily Leaf is a small scale all-over leaf fabric print which has been taken from the background of the wallpaper Lily designed by Morris in 1874.
Marigold is a lively monotone print designed by Morris in 1875 – it's one of the few patterns produced in Morris’ lifetime as both wallpaper and textile.
One of the key pieces from the collection is the “Love is Enough” printed T shirt, inspired by hismorality play Love is Enough that he published in 1872.
In this charming design, the title phrase of the play appears in Morris’ typeface set upon a pretty leaf pattern inspired by the wall design in the Green Dining Room at the Victoria & Albert Museum.
Pimpernel was designed by William Morris as a wallpaper in 1876 and hung in Morris’ own dining room at Kelmscott House, Hammersmith.With its mirrored symmetry and curling stems circling wind-swept flower heads, this iconic pattern exists as fabric and wallpaper.
The extensive archive is housed in a purpose built, climate controlled safe room and contains printing logs, wallpaper stand books, loose paper and printing blocks. As well as being the source of inspiration for new collections, it also enables the company tore-create the originals to special commissions.
The collection includes a wide range of strong tailored coats, jackets and trousers, romantic dresses and blouses, cosy knits and coordinating separates.
Silhouettes are longer yet lean, with wool blends, velvet and fluid fabrics, and details such as tie-necks, voluminous sleeves, knife pleats and ruffles.Menswear leans to a more minimal approach, with block-letter sweatshirts and mini-print dress shirts.
In the words of the man himself,‘There is no excuse for doing anything which is not strikingly beautiful’. Well, we think he would have been particularly proud of this collection.
The collection will be revealed in H&M stores across the country on 4th October (psst! A littlebirdie tells us that the Oxford Street Window is going to look amazing).
Available in store and online from October 4.
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.