There’s a folkloric world of fashion fantasy for the first ever H&M Studio kids collection for autumn/winter 2016. Influences come from sagas such as Alice in Wonderland and the Swedish tales of John Bauer, with embellishments and prints essential to the look. The collection will be available at the H&M V&A Waterfront from 8 September.


“I love how the H&M Studio collection for kids turns folkloric fairytales into fashion reality. The details in the collection are amazing, creating pieces that have real character and charm,” says Ann-Sofie Johansson, creative advisor at H&M.


  • Folkloric influences run throughout, like a jacket of lace and embroidery with a matching flared skirt, or a velvet cape with gold embroidery.
  • Volume is important, like the smocks with billowing sleeves, or the blouse that sits like a poncho, or the velvet cape.
  • Illustrations bring character, like the lynx pattern or the horse pattern on knitted sets.
  • Winter essentials get a fairytale twist, like the wool coat with bell sleeves and a detachable fake-fur collar, or the stretch velvet leggings with cord piping.
  • Dresses are a playful fantasy, like a tiered rose printed dress, or a white folkloric dress long-sleeved with lace trim bib front and bands of lace trimming the full skirt.
  • Leather jackets and pants have a rock star attitude, while a grey tailored coat or a matching striped blazer, vest and roll-up pants make tailoring kid-friendly.
  • Shirts are the new styling essential, especially a white tuxedo shirt.



Black, white, red, gold and rose.

Charming party kits with cups, plates, napkins and invitation cards as well as a hobby horse, embroidered rabbit masks and fox masks.


Images & text courtesy of H&M


Visit their website

Like them on Facebook and follow them on Twitter & Instagram

The Africa Issue is a celebration of the future of design in Africa and its potential to drive change. We explore the concept of ‘Africaness’, what this means for our aesthetic. We also  dream big with bedroom inspiration and take you on a tour of homes that truly embrace the spirit of the continent. Pick up your copy today and tell us what you think on Twitter @Elle_Deco using #AfricaIssue.