SDD24/42_03: Selfridges has introduced an exciting new pop-up showcasing the premium kidswear collection, H&M Adorables, at its iconic London store. This exclusive launch allows customers to explore the latest in children's fashion, blending stylish designs with high-quality craftsmanship.
Designed by Open Studio Stockholm to offer a memorable shopping experience, the pop-up features a curated selection of the H&M Adorables line, which is also available at Selfridges Birmingham and Manchester, as well as online through Selfridges.com, H&M’s website, and selected H&M stores.
Sofia Löfstedt, Head of Design and Creative for H&M Kids, expressed her excitement about the collaboration: “We’re absolutely thrilled to present H&M Adorables, our new premium kidswear concept, to Selfridges customers. We can’t think of a more fitting place than Selfridges to house the collection. We’re so excited to see the pop-up come to life and for Selfridges shoppers to experience it.”
This partnership highlights H&M’s continued efforts to innovate within the retail space, offering engaging, in-store experiences that capture the imagination of both children and parents alike. The pop-up is part of Selfridges' broader strategy to elevate fashion retail through unique, interactive experiences, making it a must-visit for those seeking luxury kidswear with a playful twist.
Pictures and video courtesy of H&M and Open Studio Stockholm.
