H&M embraces kids’ self-expression and creativity with their latest kidswear collection. Starring Jakarta-based artist Martcellia Liunic’s illustrations of creatures, plants, flowers, and shapes, the energetic colours and bold prints exudes playfulness on current styles. Printed onto a range of children’s clothing, trainers and accessories, the collection has also been created using print techniques with lower environmental impact. Available from 17 March, the Liunic x H&M designs will be in stores as well as on hm.com.
Liunic’s whimsical, doodle-like illustrations feature on t-shirts, tank tops, sweatshirts, hoodies, shorts, skirts, dresses, and joggers, plus hats, bags, and socks. The collection is available for babies (online only) and kids to the age of 14 and older. With an overall colourful palette of pink, lilac, ocean blue, black, white, bright red, and emerald green, the positive energy really comes to life.
The collection is made using innovative and more sustainable print techniques that have a lower environmental impact. One of the techniques is digital printing, which consumes less water, less energy and less chemicals than traditional printing. Each piece has also been crafted from at least 50% sustainably sourced materials. There is also a wide range of trainers in the collection, including some made with Bananatex ®, , an innovative fabric made purely from banana plants.
“With this collection, we want to embrace fun prints, vibrant colours, and fresh designs. Martcellia Liunic’s illustrations are such a glorious complement, especially as we also want to inspire kids to feel free when expressing themselves, carrying joy and creativity into everyday life! We’re proud to bring more innovative printing techniques to the fore — making each piece a bright way to start the season,” says Sofia Löfstedt, Head of Kidswear Design at H&M.
[Photo Credit: Courtesy of H&M]
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