H&M has opened a pop-up space dedicated to its new premium childrenswear line at Selfridges, marking its first foray into department stores.
H&M Adorables, which launched worldwide this month, is “rooted in a timeless aesthetic and high-quality materials”, designed for longevity, according to the fashion retailer.
Garments in the range include cashmere, organic cotton blouses and premium wool knitwear.
-
Related Story
-
The retailer commissioned Open Studio Stockholm to design the pop-up space and the Oxford Street window display, which features wooden fixtures to showcase the collections and offer an immersive experience for parents and children.
H&M Kids head of design and creative Sofia Löfstedt said: “This line was born from a desire to create beautifully considered pieces in high-quality compositions and with a meticulous attention to detail.
“We can’t think of a more fitting place than Selfridges to house the collection. We’re so excited to see the pop-up come to life and for Selfridges shoppers to experience it.”
The H&M Adorables line is also available at Selfridges Birmingham and Manchester as well as on H&M.com and in select stores.
Click here to sign up to Retail Gazette‘s free daily email newsletter
