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GP & J Baker x H&M

Jan 15, 2019 | Featured, Lifestyle

Collaboration

H&M is proud to announce a print collaboration with iconic British fabric and wallpaper design house GP &J Baker. Founded in 1884, the company is a bastion of British textile tradition and its designs signify heritage and quality, as well as a sense of timelessness.

The new womenswear collection features treasured archival GP & J Baker prints reimagined into contemporary garments by the H&M in-house team. Included are prints like Magnolia, which William Turner painted for G P & J Baker in 1913. The classic Oriental Bird, Blossom and Hydrangea Bird are masterfully mixed with strong geometric patterns such as Fretwork (an homage to the decorative inlay work of the Art Deco designer Jean Durand), for a fresh take on time-honoured classics.

The collection is light and sheer with a wide range of sophisticated and romantic pieces. Silhouettes are long, fluid and voluminous with romantic and nostalgic details such as puff shoulders, balloon sleeves, lace inserts and contrast print trims. ‘It’s 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 in the world. The pieces from the collection are feminine and strong with an effortless feel, and will appeal to those who appreciate both fashion and design,’ says Ann Grafton, Managing Director and Creative Director of GP & J Baker.

‘We’re thrilled to be collaborating with H&M. The patterns and prints we’ve chosen are part of our DNA. They’re some of our most beloved and iconic designs, so it’s wonderful to see them continuing their journey into a new arena in such an innovative and interesting way,’ she adds.

The line will be available in stores locally from the end of January.

gpjbaker.com
hm.com/za/

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