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.
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.
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