H&M kids has joined forces with Morris & Co for a new childrenswear collection, built around reimagined heritage and one of the British design house’s most-loved prints, Strawberry Thief, alongside birds, botanicals and signature florals.
The collection includes knitwear, dresses and matching sets for babies and kids, all rooted in craft and made for everyday wear.
Strawberry Thief sits alongside the brand’s animal motifs and simpler two-tone patterns. They’ve been lovingly reworked for kidswear: as intarsia knit, placement embroidery and all-over print separates, plus rustic stripes and quieter tonal pieces.
The collection leans into texture – brushed knit, corduroy, wool-mix – worked through smocked dresses, needlecord separates and scalloped-collar blouses. A palette of ivory, taupe, chestnut, dusky pink and deep teal keeps things grounded, while crochet trims and floral embroidery add decorative details. There’s a feeling that’s both nostalgic and new, capturing the warmth of an English autumn while staying true to the craftsmanship both brands are known for.
“Our collaboration with Morris & Co. takes the storytelling of Strawberry Thief and brings it into everyday kidswear – pieces that feel rooted in craft but ready for real life,” commented Sofia Löfstedt, head of kidswear design at H&M. “Together, we’ve created a collection that is about heritage made playful.”
Morris & Co’s Jessica Clayworth continued: “Strawberry Thief is all about celebrating the small, wild details in daily life, which felt like the perfect starting point for a children’s collection. The story of thrushes visiting the kitchen garden of Morris’ countryside home is an idyllic fairy tale in itself, and working with H&M brings these designs to a new generation, in pieces made to be worn, loved and lived in.”
Want to read more news like this? Simply sign up to our daily digest by clicking here. You can also follow us on LinkedIn and on Instagram (@licensing_source).