H&M COLLABORATES WITH ILLUSTRATOR EMMA JAYNE FOR A COLOURFUL WILDLIFE COLLECTION FOR KIDS
Featuring vibrant and playful portrayals of lively wildlife, the latest H&M kidswear capsule collection is a summer collaboration with the UK-based illustrator and pattern designer Emma Jayne. The painterly gouache illustrations capture the different characteristics of animals and greenery in a fun and quirky way, and are printed onto a range of children’s clothing, swimwear, accessories and shoes. The collection will be available from mid-April.
From snappy scenes to all-over prints, the eye-catching illustrations by Emma Jayne include tropical birds, tigers and marine life, along with palm trees, fantastic blooms and underwater foliage, on a range of t-shirts, tanks, shorts, dresses, jumpsuits and swimwear. The collection is made from woven viscose and sources cotton through Better Cotton Initiative, which supports a more sustainable cotton production. It comes alive through the summery colour palette of bright green, turquoise and sunset shades such as coral and yellow, soft black, white and a touch of metallics. Tie-up details, drawstring waists, soft ruffles and coordinating separates add to the seasonal feel. Accessories include matching sandals, hats and headbands.
“I love creating characters in their surroundings, so it was fun to mix tropical birds with beautiful flowers and leafy palms or imagine a surf safari setting. With this H&M collaboration, it’s about transporting kids to a brightly coloured and highly imaginative world that they want to engage in, so I’m looking forward to seeing how they play in pieces from the collection.”
Emma Jayne, Illustrator and Pattern Designer
“There’s a wonderful sense of joy in Emma Jayne’s work that captures the imagination of both children and adults. For the H&M collaboration, we chose to build up prints of Emma Jayne’s illustrations that evoked summertime — the warmth of the tropics, the carefree holidays and the underwater adventures. We love how the collaboration really brings to life the colours and emotions of playful wildlife.”
Sofia Löfstedt, Head of Kidswear Design at H&M
