This autumn, H&M kids unites with Morris & Co. for a childrenswear collection built around re-imagined heritage. Centred around one of Morris & Co’s most iconic prints,Strawberry Thief, each garment celebrates the history of the brand (one of Britain’s oldest and most adored design houses) with birds, botanicals and signature florals. Comprising knitwear, dresses and matching sets for babies and kids, the collaboration is rooted in craft and made for everyday wear. The collection will be available online from 8th October.

Since William Morris designed it in 1883, Strawberry Thief has helped to define the essence of the brand. The design’s imagery of thieving birds tangled among strawberries and blossom is still instantly recognisable over a century later. For the H&M collaboration, Strawberry Thief sits alongside animal motifs and simpler two-tone patterns. Each design and pattern has been lovingly reworked for everyday kidswear.

The collection leans into texture – brushed knit, corduroy and wool-mix – worked through smocked dresses, needlecord separates and scalloped-collar blouses. A palette of ivory, taupe, chestnut, dusky pink and deep teal keeps things grounded, while crochet trims and floral embroidery add decorative details. There’s a feeling that’s both nostalgic and new, capturing the warm familiarity of an English autumn while staying true to the craftsmanship both brands are known for.
 

“Strawberry Thief is all about celebrating the small, wild details in daily life, which felt like the perfect starting point for a children’s collection. The story of thrushes visiting the kitchen garden of Morris’ countryside home is an idyllic fairy tale in itself, and working with H&M brings these designs to a new generation, in pieces made to be worn, loved and lived in,” says Jessica Clayworth at Morris & Co. 

The H&M x Morris & Co collection is available online.