H&M has expanded into premium kidswear, launching H&M Adorables. And to endorse its elevated status, the Swedish fashion giant has opened a “vibrant” pop-up store in Selfridges London, its first ever link with a department store.

Rooted in a “timeless aesthetic”, the concept launches worldwide this month.

While H&M Adorables is characterised by “refined silhouettes, high-quality materials and enduring pieces”, it also includes playful elements. 

So the Selfridges space uses wooden fixtures and a news stand centerpiece to showcase the collections “and offer an immersive experience for parents and children”. 

H&M commissioned Open Studio Stockholm to design the pop-up space and its accompanying Oxford Street window display. 

Wooden structures dominate the space, showcasing garments ranging from super-soft cashmere to premium wool knitwear, alongside organic cotton blouses and waxed-cotton jackets.

A wood-clad kiosk offers a focal point, accompanied by a large depiction of the H&M Adorables mascot designed by British artist John Bond. 

Apart from the Selfridges London pop-up, the line also being sold via Selfridges Birmingham, Manchester and online, in addition to H&M.com and selected H&M stores.

Sofia Löfstedt, head of Design and Creative H&M Kids, said: “This line was born from a desire to create beautifully considered pieces in high-quality compositions and with a meticulous attention to detail, and we can’t think of a more fitting place than Selfridges to house the collection.”