Whether you’ve noticed it or not, maximalism seems to be the new ‘it’ trend at the moment with retailers, designers and interior gurus all opting for the ‘more is more’ ethos when it comes to their designs. And with the trend showing no signs of slowing down, it’s no surprise that high street favourite H&M has teamed up with British wallpaper brand GP & J Parker to launch a gorgeous new womenswear collection.
Incorporating everything from puff shoulders, balloon sleeves, lace inserts and contrast print trims, the new range is set to be perfect for the late summer/early autumn season and will feature designs created with the archival prints GP & J Baker are known and loved for including Magnolia, the classic Oriental Bird, Blossom, and Hydrangea Bird – all of which were founded by the brand after it launched over 100 years ago in 1884.
‘It’s such a wonderful time in fashion for statement-making prints and patterns, so we’re excited to be collaborating with one of the most prestigious textile and wallpaper houses,’ said H&M design director, Pernilla Wohlfahrt. ‘The pieces from the collection are feminine and strong with an effortless feel, and will appeal to those who love both fashion and great print design.’
The collection is now available online and in select stores across the world after launching on 2 August and range from the affordable prices of £6.99 to £34.99.
Speaking about the collection, Ann Grafton, GP & J Baker managing director and creative director, said: ‘We are thrilled and honoured to be collaborating with H&M. The prints selected are part of GP & J Baker’s unique DNA. They are some of our most iconic and most treasured designs, so to see them continuing their journey into a new arena in such an innovative and interesting way in the world of fashion is a wonderful prospect.’
The entire collection is now available at H&M.