H&M has announced the launch of its new premium baby and kidswear label, H&M Adorables, set to debut in October 2024. The collection features high-quality clothing and accessories designed for longevity, incorporating sophisticated silhouettes and a predominantly neutral palette.
Sofia Löfstedt, Head of Design and Creative for H&M Kids, stated, “We’re thrilled to present H&M Adorables, our new premium kidswear concept. Born from a desire to create beautifully considered pieces in high-quality compositions and with meticulous attention to detail, the new line offers enduring styles that will be revitalized season after season. We’re so excited to see this label come to life and for the garments to be worn and passed down through families.”
H&M Adorables includes curated newborn essentials, timeless babywear, and refined kidswear pieces. Key items in the collection consist of super-soft cashmere and premium wool knitwear, silk bodysuits, heritage-inspired organic cotton blouses, waxed-cotton jackets, and cozy down puffer coats. The designs feature elevated details such as embroidered trims, elastic cuffs, and a Tencel mix for comfort.
The collection places a fresh emphasis on the newborn category, offering luxurious gifting options, including ready-made gift boxes with items like knitted baby booties and rattles, as well as mix-and-match combinations of sock bundles and cashmere bodysuits.
H&M Adorables Materials
Tactile textures in premium compositions have been engineered to feel extra soft against the skin, offering cosy protection with comforting fabrics that swathe the body like a hug. The collection emphasises long-lasting materials, with highlights including cashmere, silk, Merino wool, organic cotton, washed jersey and Tencel denim.
H&M Adorables Mascot
The H&M Adorables mascot comes with a precise attention to details and finishes. A playful symbol that evokes the happy spirit of the collection, this charming logo will be discreetly presented on a soft cotton-twill label inside the majority of garments.
