THE FUTURE OF KIDS’ FASHION

Illustrator Emma Jayne brings the wildlife to this sustainable children’s wear collection

Summer may be over soon, but that doesn’t mean we can’t stop dreaming. H&M has commissioned UK-based gouache illustrator and pattern designer Emma Jayne for its latest kids’ collection. It features playful prints of animals and greenery printed in woven viscose and cotton from Better Cotton Initiative that supports a more sustainable cotton production.

“I love creating characters in their surroundings, so it was fun to mix tropical birds with beautiful flowers and leafy palms, or imagine a surf safari setting. With this H&M collaboration, it’s about transporting kids to a brightly colored and highly imaginative world that they want to engage in, so I’m looking forward to seeing how they play in pieces from the collection,” says Emma.

These vibrant illustrations include animals such as tigers and marine life, underwater foliage, and tropical blooms. A complete range of shirts, tanks, shorts, dresses, jumpsuits, swimwear, and accessories, such as sandals, hats, and headbands, complete your kids’ #ootds. hm.com