H&M launching new premium baby and kidswear label

Swedish retailer H&M is launching a line of premium clothing and accessories for babies and children that focuses on durability and high-quality materials that are soft on the skin and won’t warp or pill.

The premium brand, “H&M Adorables,” will launch on October 10, featuring newborn essentials and gifts, timeless baby basics, and sophisticated children’s clothing designed with the idea that it can be “passed on from generation to generation.

H&M Adorables label Image Source: H&M

Sofia Löfstedt, design and creative director of H&M Kids, said in a statement: “We are very excited about the launch of H&M Adorables, our new high-end children’s wear concept. We wanted to create beautiful pieces with high-quality compositions and meticulous attention to detail, and the new collection offers timeless styles that will be revitalized as the seasons change.

“We are excited to see the brand come to life and to see these garments being worn and passed down through families.”

H&M Adorables label Image Source.

Designed to transcend seasons and generations, the label’s neutral palette is enlivened with delicate florals, playful graphics and vibrant colors.

Material highlights of the collection include ultra-soft cashmere, premium wool knitwear and silk tights, as well as traditionally styled organic cotton shirts and waxed cotton jackets, and cozy down feather coats.

As well as clothing and accessories, the store has a carefully selected range of luxury gifts, including ready-made gift boxes containing knitted baby booties and rattles. Customers can purchase mix and match items including sock bags, knitted blankets and cashmere onesies.

H&M Adorables label image Source: H&M

H&M Adorables label Image Source: H&M

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