The new range of baby clothes from H&M focuses on comfort, fit, sustainability, softness, and ‘room to grow’ designs.
Launched on 1 April, the newborn range includes bodysuits, leggings, rompers, overalls, dresses, hats, socks and blankets. Items are designed in white shades, melange greys, beige, dusky pinks, soft blues and browns, sage green and warm yellow tones.
Prints in the collection include stripes dots, leopard spots, animal and rainbow graphics, florals and palm trees. All of the cotton used is organic, recycled, or more sustainably sources, with the majority of the garments made from organic cotton certified by the Organic Content Standard or the Global Organic Textile Standard. The retailer will also start using re-usable baby hangers globally from the summer.
In terms of design, H&M has made the items as comfortable as possible for babies, and has removed side seams where possible, included wrap openings, and used soft elastic around the leg of the newborn products. For older babies, soft seams and elasticated waistbands allow quick dressing and let the baby move around easily.
Room to grow design details for newborns include an additional row of press buttons, stretchy feet, double folded arms, waistbands and legs, meaning the item can be made longer in all directions.
Sofia Lofstedt, head of kidswear design for H&M, commented: “There are so many moments for parents to cherish, and we hope that these collections can at least take the guesswork out of dressing their little one. We also realise that babies outgrow their clothes quickly, so we have been keen to take more steps towards achieving a prolonged use.
“Along with the ‘room to grow’ details that prolong length of wear, we also encourage parents to pass on the outgrown pieces to siblings or other parents – or even join a swap shop – or they can always bring the clothes to our in-store Garment Collecting boxes for recycling.”
