H&M Kids teams up with Morris & Co.
H&M Kids has collaborated with British design house Morris & Co. on a childrenswear collection that reimagines heritage designs for babies and children. The collection features the brand’s iconic Strawberry Thief print, alongside bird motifs, botanical designs and signature florals.
Designed for everyday wear
Designed for everyday wear, the range includes knitwear, dresses, matching sets and separates. The Strawberry Thief pattern, created by William Morris in 1883, depicts birds among strawberries and blossoms. For the collaboration, it has been reinterpreted through intarsia knitwear, placement embroidery and all-over prints.
The collection also features animal motifs, two-tone patterns, rustic stripes and tonal pieces. Textures include brushed knit, corduroy and wool blends, used across smocked dresses, needlecord separates and blouses with scalloped collars.
The colour palette combines ivory, taupe, chestnut, dusky pink and deep teal, with crochet trims and floral embroidery adding decorative details.
Storytelling of Strawberry Thief
Sofia Löfstedt, Head of Kidswear Design at H&M, said the collaboration brings the storytelling of Strawberry Thief into everyday childrenswear, combining craftsmanship with playful design.
Jessica Clayworth of Morris & Co. said the Strawberry Thief design celebrates the small details of everyday life. She described the story of thrushes visiting the kitchen garden at William Morris’s countryside home as an ideal starting point for a children’s collection.
Founded by William Morris in 1861, Morris & Co. became known for its wallpapers and textiles and is now part of Sanderson Design Group, which continues to reinterpret the company’s archive designs.