Once again, H&M has teamed up with an independent print designer for a stunning and sustainable kidswear capsule collection – and it’s also H&M Kids’ most sustainable print collaboration yet with organic cotton, recycled materials and eco-responsible viscose in every piece. Featuring unique depictions of humble country gardens and the wondrous expanse of rainforests, the Spring 2021 collaboration is with illustrator Angela Mckay, founder of Ohkii Studio. With a vibrant sense of colour and whimsical detail, Mckay first drew or painted by hand the florals, butterflies, jungle foliage, snarling tigers and sleepy sloths, which were then printed onto a range of clothing, swimwear, undergarments, shoes and accessories. Available from 11 March, the H&M x Angela Mckay will be in stores worldwide, as well as online on hm.com.
Angela Mckay’s lush and thoughtful illustrations feature on jackets, dresses, skirts, jumpsuits, hoodies, tops, leggings and shorts. Swimwear, undergarments and pyjamas, plus shoes, scarves, socks and hats, round out the collection. With a colour palette that includes a range of striking pinks, sage, sunny yellow, verdant greens, ocean blue and black, the collection is like a love letter to the great outdoors. It’s also takes H&M one step closer to their goal of using 100% organic, recycled or other sustainably sourced materials by 2030.
“I’m constantly fascinated by the natural world, but also overseas travel adventures, folk tales and even old mystery novels. I believe the handmade quality of my illustrations really shines through in this H&M collaboration, though I will just be thrilled if by wearing any of the pieces, the kids sense the fun and break into a smile,” says Angela Mckay, illustrator and founder of Ohkii Studio.
“Angela Mckay’s illustrations are really eye-catching and expressive — for our H&M collaboration, I think kids will be really drawn to the garden and rainforest settings, right down to the fun and quirky details. We’re also very happy to continue supporting the journey of independent print designers from around the world and that this is H&M Kids’ most sustainable print collaboration yet, which shows H&M’s increasing efforts overall around sustainability,” says Sofia Löfstedt, Head of Kidswear Design at H&M.
[Photo Credit: Courtesy of H&M]