Press release

H&M ventures into the wild for a kidswear collaboration with Illustrator Kelsey Oseid of Kelzuki

Featuring Kelsey Oseid’s signature depictions of wildlife, the latest H&M kidswear capsule collection is a collaboration with the Minneapolis-based company Kelzuki. The gouache illustrations uniquely capture the different characteristics of animals and also celebrate the wonder of nature on a range of children’s clothing and shoes, which will be available in stores worldwide as well as online from September 26.

19 Sep, 2019 09:00 CEST

 “It’s very cool to see my illustrations used in a new way for this great collaboration with H&M. There’s a very precious connection between children and nature. I think that is why my work can resonate with adults as well – it’s tapping into a nostalgia for that childlike wonder with animals and nature”

Kelsey Oseid, Illustrator and owner of Kelzuki

 

The delightful Kelzuki illustrations range from large images of fox, tiger, leopard and bear heads to repeat patterns of butterflies, birds and other animals, or various dinosaurs. The H&M x Kelzuki kidswear collaboration includes sweatshirts, shirts, leggings, skirts and joggers designed by H&M’s in-house team. Cosy brushed fleece, soft wovens, knits, velvet and a touch of sparkle come in a main colour palette that is autumnal in feel with mustard, burgundy and forest green, plus off-white and dusty pink for contrast. Accessories include boots, flat shoes and sneakers with all-over prints.

 

“We love Kelsey’s distinctive gouache illustrations for the way they capture the personality and quirks of different animals. For our collaboration, we focused on wildlife animals and have built a collection with prints from Kelsey’s wonderful work, which we can’t wait to share with everyone”

Sofia Löfstedt, Head of Design Kids at H&M


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