Think Print: H&M To Launch A New Collection Based On The Work Of ...

After training as an architect, William Morris became known for his innovative print designs which transformed the world of decorative arts.

Founding Morris & Co in 1861, his aim was to improve the quality of interior design, but even he couldn’t have known the immense influence he would have on the Arts & Crafts movement, which still informs the work of many of today’s designers.

Going through the archive is the only way to truly admire the craftsmanship behind his classic prints. Originally using block printing techniques, the print would be created layer to layer, each colour taking a day to dry. Nowadays, more cost-effective methods of printing are used to recreate William Morris’s intricate patterns.

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The collaboration consists of Morris & Co prints sourced from the vast archive, mixed with the fashion-forward designs of H&M to merge the two brands. Floral and animal prints most familiar in the world of interiors will be making their fashion debuts. The collection includes strong tailoring in its jackets, coats and trousers but takes a more romantic approach with the dress and blouses. Menswear leans to a more minimal approach, with block-letter sweatshirts and mini-print dress shirts.

One of the key pieces is the “Love is enough” printed T shirt, titled from the book of poems Morris wrote in 1834 – which, in its day, would have been deemed quite racy.

When we started looking into the archive we decided to use some of the older prints. 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. H&M design director Pernilla Wohlfahrt

Some of the most recognisable Morris prints, such as Brer Rabbit, Lily Leaf and Marigold are prominent within the collection, while new prints like Woodford Plaid is a contemporary version of a traditional tartan, and The Brook is a print derived from medieval tapestries.

There is something for everyone in this collection so make sure to add a piece to your wardrobe this season.

Available in store as well as online, from 4 October.

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Photographs: Daniel Benson Fashion editors: Jo Jones and Helen Seamons Hair and make-up: Juliana Sergot Models: Frankie at Select and Billy at The Squad