H&M Teams Up With GP & J Baker

H&M is pleased to share the news of its upcoming print collaboration with the iconic British wallpaper and textile house GP & J Baker, which was founded over 100 years ago in 1884.

The womenswear collection features cherished GP & J Baker archival prints in fashionable designs by the H&M in-house team and will be available in selected stores worldwide, as well as online, from 2 August.

GP & J Baker fabrics are available in South Africa from St Leger and Viney.

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“We are thrilled and honoured to be collaborating with H&M. The prints selected are part of GP & J Baker’s unique DNA. They are some of our most iconic and most treasured designs, so to see them continuing their journey into a new arena in such an innovative and interesting way in the world of fashion is a wonderful prospect.” Ann Grafton, Managing Director and Creative Director of GP & J Baker.

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The GP & J Baker prints used throughout the collection embrace some of the most-loved from the house along with those sourced from its vast archive. Included are prints like Magnolia, which William Turner painted for G P & J Baker in 1913. The classic Oriental Bird, Blossom and Hydrangea Bird, which are mixed with strong geometric patterns such as Fretwork, a homage to the decorative inlay work of the Art Deco designer Jean Durand.

The collection is light and sheer with a wide range of sophisticated and romantic pieces. Silhouettes are long, fluid and voluminous with details such as puff shoulders, balloon sleeves, lace inserts and contrast print trims.

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“It’s such a wonderful time in fashion for statement-making prints and patterns so we’re excited to be collaborating with one of the most prestigious textile and wallpaper houses. The pieces from the collection are feminine and strong with an effortless feel, and will appeal to those who love both fashion and great print design,” says Pernilla Wohlfahrt, H&M’s Design Director.