H&M to launch childrenswear collaboration with Emma Jayne
H&M is launching a childrenswear capsule collection in collaboration with illustrator and pattern designer Emma Jayne.
The UK designer’s eye-catching illustrations of tropical birds, tigers, marine life, palm trees, flowers and foliage have been printed onto a range of children’s clothing including t-shirts, tanks, shorts, dresses, jumpsuits and swimwear.
The collection is made from woven viscose and sources cotton through Better Cotton Initiative which supports more sustainable cotton production.
Sofia Löfstedt, head of kidswear design at H&M, said: “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.”
