INTRODUCING H&M ADORABLES, A NEW PREMIUM BABY AND KIDSWEAR LABEL LAUNCHING THIS AUTUMN
Introducing 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. H&M Adorables launches in selected stores and on hm.com from October 2024.
“We’re thrilled to present H&M Adorables, our new premium kidswear concept. Born from a desire to create beautifully considered pieces in high-quality compositions and with a meticulous attention to detail, the new line offers enduring styles that will be revitilised season after season. We’re so excited to see this label come to life and for the garments to be worn and passed down through families,”
says Sofia Löfstedt, Head of Design and Creative H&M Kids.
Carefully crafted in high-quality materials, H&M Adorables offers an enduring and accessible foundation of beautiful pieces that will transcend seasons and generations. With a foundation of muted colors and neutrals enlivened with considered pops of colour, delicate florals and playful graphics, the collection highlights include super-soft cashmere and premium wool knitwear and silk bodysuits, alongside heritage-inspired organic cotton blouses and waxed-cotton jackets, and cosy down puffer coats. Special thought has been given to elevated details and tactile compositions. Pretty embroidered trims appear alongside elastic cuffs and waistbands for easy movement, while denim and corduroy come in a Tencel mix for a more fluid, comfortable fit.
Fresh focus is placed on the newborn category, with luxurious gifting pieces to welcome new arrivals. Alongside ready-made gift boxes containing little treasures such as knitted baby booties and rattles, customers can purchase mix-and-match combinations of items including sock bundles, knitted blankets and cashmere bodysuits.
H&M Adorables Materials
Tactile textures in premium compositions have been engineered to feel extra soft against the skin, offering cosy protection with comforting fabrics that swathe the body like a hug. The collection emphasises long-lasting materials, with highlights including cashmere, silk, Merino wool, organic cotton, washed jersey and Tencel denim.
H&M Adorables Mascot
With a precise attention to details and finishes comes the H&M Adorables mascot. A playful symbol that evokes the happy spirit of the collection, this charming logo will be discreetly presented on a soft cotton-twill label inside the majority of garments.