H&M launches new baby and kidswear label
H&M has launched a new premium baby and kidswear label called H&M Adorables.
Designed with longevity in mind, the range spans newborn essentials and gifts, babywear pieces and kidswear.
Featuring a predominantly neutral palette, the items are enlivened with pops of colour, florals and playful graphics.
Products include items such as cashmere and premium wool knitwear, silk bodysuits, organic cotton blouses, waxed-cotton jackets, down puffer coats and denim and corduroy clothing.
A special focus has been placed on the newborn category where customers can buy ready-made gift boxes containing knitted baby booties and rattles. Customers can also purchase mix-and-match combinations of items including sock bundles, knitted blankets and cashmere bodysuits.
Sofia Löfstedt, head of design and creative H&M Kids, said: “Born from a desire to create beautifully considered pieces in high-quality compositions and with a meticulous attention to detail, the new line offers enduring styles that will be revitalised season after season. We’re so excited to see this label come to life and for the garments to be worn and passed down through families,”
The range is launching in selected stores and on H&M’s website from this month.
In September, H&M announced that it had relaunched its Cheap Monday fashion brand with a collection of new denim products.
