H&M launches premium kidswear pop-up at Selfridges
H&M has opened a new pop-up space in Selfridges London showcasing its new premium childrenswear line, H&M Adorables.
The offer is described as premium quality clothing and accessories designed with longevity in mind. It features sophisticated silhouettes and a predominantly neutral palette – spanning curated newborn essentials and gifts, “timeless babywear foundational pieces and refined kidswear wardrobe favourites”.
H&M commissioned Open Studio Stockholm to design the pop-up space and the Oxford Street window display. Wooden structures dominate the space, showcasing garments ranging from soft cashmere to premium wool knitwear, alongside organic cotton blouses and waxed cotton jackets.
A wood-clad kiosk offers a focal point, accompanied by a large depiction of the H&M Adorables mascot designed by British artist John Bond.
Sofia Löfstedt, Head of Design and Creative H&M Kids, said: “We’re absolutely thrilled to present H&M Adorables, our new premium kidswear concept, to Selfridges customers.
“This line was born from a desire to create beautifully considered pieces in high quality compositions and with a meticulous attention to detail, and we can’t think of a more fitting place than Selfridges to house the collection. We’re so excited to see the pop-up come to life and for Selfridges shoppers to experience it.”
H&M Adorables is also now being sold at Selfridges’ Birmingham and Manchester stores, as well as on the H&M and Selfridges website and at selected H&M stores.
