H&M has opened a pop-up store at Selfridges London, dedicated to H&M Adorables, its brand-new premium childrenswear line.
Rooted in a timeless aesthetic and high-quality materials, the concept launched worldwide this October, with the Selfridges pop-up representing H&M’s first ever foray into department stores.
While H&M Adorables is characterised by refined silhouettes, high-quality materials and enduring pieces, it also includes playful elements. The Selfridges space uses wooden fixtures and a news stand centerpiece to showcase the collections and offer an immersive experience for parents and children alike.
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 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 super-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.
The pop-up launched at Selfridges London on 10 October, with the line also being sold via Selfridges Birmingham, Manchester and online, in addition to H&M.com and selected H&M stores.
