H&M launches pop-up for premium kidswear concept at Selfridges

H&M has opened a pop-up space at Selfridges London for its new new premium childrenswear line.

The move marks the fashion retailer’s first foray into department stores.

Launched this autumn, H&M Adorables offers a range of premium quality clothing and accessories for newborns, babies and kids.

Its new Selfridges space makes use of wooden fixtures and a news stand centerpiece to showcase the collections and offer an immersive experience for parents and children.

H&M commissioned Open Studio Stockholm to design the pop-up and the Oxford Street window display. A focal point is a wood clad kiosk featuring a large depiction of the H&M Adorables mascot that has been designed by British artist John Bond.

Sofia Löfstedt, head of design and creative H&M Kids, said: “  We’re absolutely thrilled to present H&M Adorables, our new premium kidswear concept, to Selfridges customers.

“This line was born from a desire to create beautifully considered pieces in high-quality compositions and with a meticulous attention to detail, and 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,”