NEW! The online collaboration you need in your AW18 wardrobe: H&M meets William Morris.

We bring cheering news for you well dressed folk partial to a bit of chintz; the high street retailer H&M has partnered with heritage brand William Morris to create a quintessentially British fashion collection for Autumn/ Winter 2018.

Fashion and interiors frequently overlap much to our delight and this collaboration is another belter from H&M who earlier this year, sold dresses using prints from the iconic British wallpaper and textile house GP & J Baker. This time, H&M have trawled the vast archives of Morris & Co Arts & Crafts prints (designed in the 19th century), traditionally adorning our curtains and wallpaper, to design a fashion collection. Feast your eyes on tailored jackets, coats, trousers, dresses and blouses adorned with William Morris’ classic block printed intricate patterns of fruit, flowers, leaves and wildlife. There is a menswear collection featuring block letter sweaters and mini-print nature-inspired dress shirts.

‘Morris was one of the most talented pattern-makers in history and he was incredibly forward-thinking, which is why his designs are still relevant today,’ says Claire Vallis, creative director at Morris & Co. ‘His prints have a youthful energy that translates wonderfully to fashion.’

You may recognise some of the better-known prints, such as Lily Leaf and Brer Rabbit. Some of the designs are contemporary versions of old favourites. Look out for the particularly pretty snakeshead fabric, which is included in the H&M collection and influenced by antique Indian textiles. ‘When we started looking into the archive we decided to use some of the older prints,’ says Pernilla Wohlfahrt, H&M design director. ‘We wanted to use the theme of flowers together with animal prints, to break it up. It was extremely inspiring but at the same time a challenge to choose from these already unique and loved prints from the archives – we selected what we thought would work with our aesthetics for the season. The prints have an air of heritage that modern fashion audiences will be intrigued by. Our goal is to surprise our customers.’

The Morris & Co x H&M dresses will be available online, and in store from 4 October.

September 2018