H&M launches first French shop-in-shop for premium childrenswear line

"It’s hard to imagine a better setting for our most premium childrenswear line than Galeries Lafayette Paris Haussmann, one of the most iconic fashion destinations in the world. We’re so excited about this partnership, and looking forward to introduce H&M Adorables to a whole new set of customers," says Isabella Innergård, Managing Director H&M Kids.

Launched worldwide last October, H&M Adorables is a carefully crafted collection of clothes and accessories for children, designed with longevity in mind. The Galeries Lafayette store will stock a curated mix of seasonal pieces for kids and babies – the summer collection is inspired by a distinct retro resort vibe – alongside foundational items such as sets and rompers for newborns.

"With H&M Adorables we want to create pieces that can last through generations and be passed down from child to child. The collections are born from a timeless design philosophy, carefully crafted in quality materials like silk, wool and organic cotton. Parents will find enduring garments in beautiful fabrics that are both long lasting and very accessible," says Sofia Löfstedt, Head of Design H&M Kids.

Created by H&M’s store design team, the shop-in-shop celebrates the enduring and tactile quality of natural materials, using a careful composition of wood, stone and textiles to create a refined backdrop for the collections. The space is split into two parts devoted to baby and kidswear respectively. 

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Fibre2Fashion News Desk (HU)