H&M has partnered with Laura Ashley to launch a new kidswear collaboration for Spring/Summer 2026, combining heritage-inspired prints with contemporary childrenswear styling.
The collection features a range of dresses, matching sets, separates, swimwear, and accessories for babies and children, drawing inspiration from Laura Ashley’s archival floral patterns and signature motifs. The Laura Ashley H&M collection will be available in selected stores and online from 21 May 2026.
The collaboration reinterprets Laura Ashley’s classic aesthetic through a playful and modern lens, introducing coastal-inspired details, cheerful lemon prints, and delicate shell motifs while maintaining the timeless elegance associated with the brand.
Designed with comfort and versatility in mind, the collection incorporates lightweight fabrics including poplin, voile, crinkle jersey, and seersucker. The colour palette features soft shades of blue, yellow, white, and light pink, complemented by intricate detailing such as broderie anglaise, ruffles, and lace trims.
The collection aims to balance nostalgia with contemporary childrenswear design, offering easy-to-wear silhouettes suited for both everyday dressing and seasonal occasions.
“Bringing together the spirit of H&M kidswear with the enduring charm of Laura Ashley has been a dream collaboration. By combining Laura Ashley’s iconic prints with our approach to kids fashion, we have together created a beautiful collection with a timeless feel,” said Sofia Löfstedt.
“So many people have a personal connection to Laura Ashley and this exciting collaboration has allowed us to introduce a sense of nostalgia and heritage design to a new generation. In creating this collection with H&M, we’ve reimagined our heritage, reworking some of our most iconic florals and classic motifs with a softer colour palette, coastal touches and playful details. A beautiful collection for living in and everyday adventures!” added Helen Ashmore.
The collaboration reflects the growing demand for heritage-inspired childrenswear collections that combine classic craftsmanship with modern comfort and functionality.
