H&M X GP&J For Womenswear Collection

Crazy over flare pants and vintage floral print tops? Fret not, H&M finally unveils their collaborative collection with  GP & J Baker.

The Swedish giant teams up with globally renowned, GP & J Baker, British wallpaper and textile house to unveil their lates collection. Having access to the vast archive of wallpapers, H&M makes fine use of the archives and brings them into the collection.

As a avid follower of Jeanne Damas’s Rouje collection and Alexa Chung’s Alexa Chung collection, I have always had a soft spot with the design and touch that goes into flares. They have survived the ever-evolving fashion trends yet stayed significant over the decades. This time, they are back once again in H&M’s new collaboration. With core of the collection leaning heavily onto vintage florals, the collection might just strike an interest with fashion enthusiasts who loves a fusion.

The GP & J Baker prints used throughout the collection embraces the core of the vast archive provided by the textile house. Included are prints like Magnolia, which William Turner painted for GP & J Baker in 1913. The classic Oriental Bird, Blossom and Hydrangea Bird, which are mixed with strong geometric patterns such as Fretwork, homage to the decorative inlay work of the Art Deco designer Jean Durand.

The collection sees a wide range of sophisticated and romantic pieces especially with details ranging from puff shoulders, balloon sleeves, lace inserts and contrast print trims.  Fans of jumpsuits will also get their fair share of treat with the addition of jumpsuits in this collection.

Taking a different route from their usual collaboration with fashion designers, H&M makes the right choice focusing more on prints thus producing a gratifying line of summer worthy vintage florals.

Credit: Poovenraj Kanagaraj

Credit: Poovenraj Kanagaraj