Inside H&M Adorables

 “H&M Adorables is truly a labour of love. Premium-quality childrenswear has been available at H&M for some time and we had customers who knew about it and loved it, but we wanted it to be seen and heard,” says Löfstedt. “We started talking about launching a new label that would bring together premium qualities and timeless style, putting them front and centre.”

The result is H&M Adorables, a new line of premium-quality clothing and accessories from H&M, crafted with care and designed with longevity in mind. Spanning newborn essentials and gifts, timeless babywear foundational pieces, and refined kidswear favourites, H&M Adorables is a unique proposition that aims to reinvigorate childrenswear. 

“The collection is full of carefully selected materials that we are very proud to be working with, but it’s the unique combination of timeless design and affordable prices that makes H&M Adorables really incredible,” says Löfstedt. “Rather than being something you could only dream about for your child, you can have enduring, fashionable pieces in beautiful fabrics that both stand the test of time and are very accessible.”

H&M Adorables offers premium compositions in textures so soft, they feel like a hug. Highlights include super-soft cashmere and Merino wool knitwear, breathable 100% silk bodysuits, heritage-inspired organic-cotton blouses, waxed-cotton jackets, washed-jersey bodysuits, as well as cosy down puffer coats. Then there are the elevated details that add something extra to tactile compositions. Pretty embroidered trims on blouses appear alongside elasticated cuffs and waistbands for little ones on the move, while denim and corduroy have been developed in a Tencel mix to allow a more fluid, comfortable fit.  

Longevity has been front of mind throughout. “We really wanted the pieces to stand the test of time, so that you can pass them down to younger siblings and other children,” says Löfstedt. The colour palette is soothing and sophisticated, while silhouettes are loose and fluid. “We have exciting graphics and exclusive prints, but there’s a sense of refinement in the collection that is very deliberate,” says Löfstedt. Equally considered are the joyful surprises that pop up along the way, such as the H&M Adorables mascot. A playful symbol that evokes the happy spirit of the collection, it takes the form of a charming yet discreet logo, appearing on a soft cotton-twill label hidden inside many of the garments.    

Another key focus for H&M Adorables is catering to newborns, with luxurious gifting pieces to welcome new arrivals. Alongside gift boxes containing pretty treasures such as knitted baby booties and rattles, customers can purchase mix-and-match combinations of items including sock bundles, knitted blankets and cashmere bodysuits. “As the collection came alive, the design team felt like these tiny little pieces of clothing and beautiful accessories would make such perfect gifts,” explains Löfstedt. “I think all of us have had that moment of wanting to welcome a new baby, but thinking, ‘What should I give?’ This gifting concept is a fantastic way of solving the problem. And the little booties are so cute – you almost want to buy them even if you don’t have a particular baby in mind!” 

Though Sofia struggles to choose a personal favourite item – “I truly love so many pieces,” she says –she is particularly excited about the H&M Adorables silk bodysuits. “I remember having a small baby myself, and to have silk next to the skin of a tiny child – you almost can’t compare it to anything else. I’m so proud that we could have that silk in the collection,” she says. 

As for where H&M Adorables will go in the future? “This is the first time we’ve created a full concept around the height of elevated, premium quality clothing for children and babies – it’s unique in that sense. And there is so much to come as we develop H&M Adorables further. This is just the start,” says Löfstedt.

H&M Adorables launches in selected stores and on hm.com from October 2024