H&M launches premium kidswear concept at Selfridges
H&M has opened a vibrant pop-up store at Selfridges London, dedicated to H&M Adorables, its brand-new premium childrenswear line. Rooted in a timeless aesthetic and high-quality materials, the concept launched worldwide this October, with the Selfridges pop-up representing H&M’s first ever foray into department stores.
While H&M Adorables is characterised by refined silhouettes, high-quality materials and enduring pieces, it also includes playful elements. The Selfridges space uses wooden fixtures and a news stand centerpiece to showcase the collections and offer an immersive experience for parents and children alike.
“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,”
says Sofia Löfstedt, Head of Design and Creative H&M Kids.
H&M commissioned Open Studio Stockholm to design the pop-up space and the Oxford Street window display. Wooden structures dominate the space, showcasing garments ranging from super-soft cashmere to premium wool knitwear, alongside organic cotton blouses and waxed-cotton jackets. A wood clad kiosk offers a focal point, accompanied by a large depiction of the H&M Adorables mascot designed by British artist John Bond.
The pop-up launches at Selfridges London on 10 October, with the line also being sold via Selfridges Birmingham, Manchester and online, in addition to H&M.com and selected H&M stores.
About H&M Adorables
H&M Adorables, a new line of premium-quality clothing and accessories crafted with care and designed with longevity in mind. In sophisticated silhouettes and a predominantly neutral palette, H&M Adorables spans curated newborn essentials and gifts, timeless babywear foundational pieces, and refined kidswear wardrobe favourites to be handed down through generations.
About Selfridges
Founded in 1909, luxury department store Selfridges is a landmark destination that's always providing new ways to surprise and amaze its customers in line with its vision to reinvent retail and purpose of imagining and creating a more sustainable future. From in-house cinema, restaurants, bars and skate bowl, to an extraordinary cultural program and ever-evolving roster of collaborators, Selfridges is a creative playground to discover and share new ideas. With 4 stores across 3 major UK cities: London Oxford Street, Manchester Exchange Square, Manchester Trafford, and Birmingham, alongside its digital offer at Selfridges.com, Selfridges is the only department store to be named Best Department Store in the World four times, and was also named ‘Best Retailer’ at the Positive Luxury Awards in 2020.