William Morris collection by H&M

H&M design director Pernilla Wohlfahrt expressed that, When we started looking into the archive we decided to use some of the older prints. We wanted to use the theme of flowers together with animal prints, to break it up. It was extremely inspiring but at the same time a challenge to choose from these already unique and loved prints from the archives – we selected what we thought would work with our aesthetics for the season.

The alliance consists of Morris & Co prints sourced from the huge archive, mixed with the fashion-forward designs of H&M to merge the two brands. Floral and animal prints most known in the world of interiors will be making their fashion debuts.

The collection includes strong tailoring in its jackets, coats and trousers but takes a more romantic approach with the dress and blouses. Menswear leans to a more nominal approach, with block-letter sweatshirts and mini-print dress shirts. One of the vital pieces is the “Love is enough” printed T shirt, titled from the book of poems Morris wrote in 1834 – which, in its day, would have been considered quite racy.

A silk scarf just cannot be re-imagined in polyester — but a cosy wool-blend scarf (£34.99) in a rendition of Morris’s Woodford Plaid is brilliant. All too often ‘heritage’ comes with a big price tag, but not so with Morris & Co x H&M. So grab the chintz factor and welcome these prints into your wardrobe.

Some of the most recognisable Morris prints, such as Brer Rabbit, Lily Leaf and Marigold are prominent within the collection, while new prints like Woodford Plaid is a contemporary version of a traditional tartan, and The Brook is a print derived from medieval tapestries. There is something for everyone in this collection.

Going through the archive is the only way to truly admire the craftsmanship behind his classic prints. To begin with using block printing techniques, the print would be created layer to layer, each colour taking a day to dry. Nowadays, more cost-effective methods of printing are used to recreate William Morris’s intricate patterns.

This autumn, the high street retailer is exploring the vast archive of heritage brand Morris & Co to bring us a collection that is quintessentially British. After training as an architect, William Morris became known for his innovative print designs which transformed the world of decorative arts. Founding Morris & Co in 1861, his aim was to improve the quality of interior design, but even he couldn’t have known the immense influence he would have on the Arts & Crafts movement, which still informs the work of many of today’s designers.