The fash­ion line H&M gives Wil­liam Mor­ris’s iconic prints a new lease of life with its lat­est col­lab­o­ra­tion

The Swedish cloth­ing gi­ant has trans­formed the most Bri­tish of prints and pat­terns into a for­ward-look­ing col­lec­tion of wom­enswear, menswear and ac­ces­sories – and we can’t get enough of it

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Global fash­ion brand H&M has long been known for its stylish and savvy part­ner­ships. To date, its list of past col­lab­o­ra­tors reads like a who’s-who of high-end de­sign that’s seen the com­pany team­ing up with names as well-re­spected as Karl Lager­feld, Stella Mc­cart­ney and Ver­sace. Lately, though, the high-street pow­er­house has cast its cre­ative net be­yond the fash­ion world, look­ing to the home as its new source of in­spi­ra­tion.

Af­ter this sum­mer’s capsule col­lec­tion with fab­ric and wall­pa­per brand GP & J Baker, H&M has scoured the vast ar­chive of an­other icon of Bri­tish in­te­ri­ors. In, early Oc­to­ber, it will cel­e­brate the launch of its ex­ten­sive col­lab­o­ra­tion with Mor­ris & Co, the quintessen­tially Bri­tish com­pany founded in 1861 by Wil­liam Mor­ris, one of the most in­flu­en­tial de­sign­ers of the Arts & Crafts move­ment.

‘The Mor­ris & Co prints are some of the most recog­nised and loved around the world,’ says Pernilla Wohlfahrt, H&M’S de­sign di­rec­tor. Mo­tifs such as ‘Brer Rab­bit’, ‘Lily Leaf’ and ‘Marigold’, fa­mil­iar on fab­rics and wallpapers, are given a new lease of life, ap­pear­ing on ev­ery­thing from t-shirts to 1970s-in­spired blouses and wide-leg trousers. ‘Pim­per­nel’ – orig­i­nally a wall­pa­per print used in the din­ing room of Mor­ris’s Lon­don home, Kelm­scott House (more about that on p79) – can now be found on struc­tured tai­lor­ing.

‘The col­lab­o­ra­tion en­ables us to show the rel­e­vance of Mor­ris’s iconic pat­terns to­day,’ says Claire Val­lis, cre­ative di­rec­tor of Mor­ris & Co. ‘It’s great to bring them to a new fash­ion-world au­di­ence.’ (


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