Swedish high street retailer H&M announces news of an upcoming print collaboration with GP & J Baker

The H&M x GP & J Baker collection will be available in selected stores worldwide, as well as online at hm.com from 2 August. Made up of light and sheer fabrics, the range of separates will include everything from puff shoulder blouses to dresses with lace inserts, trousers and accessories.

An iconic British wallpaper and textile house, GP & J Baker was founded by brothers George Percival and James Baker more than 100 years ago in 1884 and has been a proud holder of The Queen’s Royal Warrant since 1982.

Pernilla Wohlfahrt, H&M’s Design Director said that, “It’s such a wonderful time in fashion for statement making prints and patterns so we’re excited to be collaborating with one of the most prestigious textile and wallpaper houses,” says “The pieces from the collection are feminine and strong with an effortless feel, and will appeal to those who love both fashion and great print design.”

Ann Grafton, managing director and creative director of GP & J Baker quoted that, “We are thrilled and honoured to be collaborating with H&M.” Also commented that, “The prints selected are part of GP & J Baker’s unique DNA. They 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.”

One of few collections that H&M has created in collaboration with a heritage brand 2018 has already seen it work with Moschino and Love Stories and the entire range of clothing has been given a print heavy makeover.

The womenswear collection will merge H&M’s fashionable designs with archival prints including Magnolia which William Turner painted for GP & 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.