H&M kids collaborates with Morris & Co. for a heritage-inspired kidswear collection

Strawberry Thief has helped to define the essence of Morris & Co. since William Morris designed it in 1883 – thieving birds tangled among strawberries and blossom, still instantly recognisable well over a century on. For the H&M collaboration, Strawberry Thief sits alongside the brand’s animal motifs and simpler two-tone patterns. They’ve been lovingly reworked for kidswear: as intarsia knit, placement embroidery and all-over print separates, plus rustic stripes and quieter tonal pieces.

The collection leans into texture – brushed knit, corduroy, 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 warmth of an English autumn while staying true to the craftsmanship both brands are known for.

“Our collaboration with Morris & Co. takes the storytelling of Strawberry Thief and brings it into everyday kidswear – pieces that feel rooted in craft but ready for real life. Together, we’ve created a collection that is about heritage made playful,” says Sofia Löfstedt, Head of Kidswear Design at H&M.

“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.

About Morris & Co.:

As a political theorist, publisher, environmental campaigner, poet, and outstanding designer, William Morris (1834–1896) was one of the single most influential figures of the nineteenth century, founding Morris & Co. (originally Morris, Marshall, Faulkner & Co.) in 1861. Under his direction, the company grew into a flourishing and fashionable Arts & Crafts decorating business renowned for wallpapers and textiles, becoming part of Sanderson & Sons in 1940.

Today, the Sanderson Design Group builds on that proud heritage with the inventive reimagining of Morris & Co. classics, ever upholding the impeccable standard of craftsmanship that has defined all Morris & Co. products since inception. Guided by the creative intuition of William Morris, designs are inspired by treasures in the Morris & Co. archive, which houses historical logbooks, samples of each wallpaper, printed and woven textiles and original wooden printing blocks. With the ability to faithfully transform a space into an Arts & Crafts haven through evocation of the glorious drama and wonderment in nature, the authentic archival documents and designs of Morris & Co. continue to inspire interest and insatiable demand to this day.