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The Fashion Inside Scoop: H&M kids

Head of Design for H&M childrenswear, Erica Christoffersson, chats to us about her childhood dressing up days and the summer childrenswear collection

Erica and H&M girlswear
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Why did you decide to work in childrenswear?

I like the way children are free and open minded and have a fantastic sense of humour. I love children’s fashion, and that I have the opportunity to be able to design fashionable collections for children.

What are your earliest fashion memories – what did you wear?

My mother was very interested in fashion, and by the age of five, I discovered her closet. I remember dressing up in a beautiful lilac dress with big black flowers, a wide sunhat in gold and high heels in red. I was walking around the whole day, and I remember my feet hurt but I did not care: I thought I looked fantastic!

When you think of H&M childrenswear, what words spring to mind?

Playful fashion for children all around the world.

What were your inspirations for the childrenswear SS13 collection?

We love the combination of neutrals like greys and beige with both strong and soft  colours. Miami, denims and wild animals are our biggest influences for this collection.

What are your top three tips for dressing children this Spring-Summer?

For boys, shorts and a crewneck. Mix and match bright colors. Blazer and sneakers and a cool, colourful watch.

For girls, a skirt and a printed t-shirt, or an all-over printed dress also with sneakers.

For both - blue denim.

Do you have any set style rules when designing for children?

Always comfortable to wear, functional and playful. Clothes for children, loved by children.

What are your top three must have pieces from the SS13 collection?

Chino shorts, printed T-shirt and a dress.

Can you give us your hot tip for autumn winter 2013 childrenswear?

Denim, short jacket and a deco sweatshirt. Rock 'n' roll influences for an urban look.

Do you have a muse when you design your collections?

Not just one, I look at children all over the world to find inspiration and see what they enjoy wearing and how they like to combine items.

How does it feel when you see a child in one of your designs?

Fantastic. When I see children play and have fun in the designs we make I enjoy my work even more.

Shop the H&M childrenswear collection online, now


Don't miss... The Junior Meets hub of exclusive interviews, inside scoop interviews and quirky Q&As, with exciting interviewees including: Tommy HilfigerSir Paul SmithStella McCartney and lots of other influential fashion designers, authors and illustrators including Quentin Blake and Jeff Kinney, great business minds including Lord Alan Sugar and, everyone's favourite fashionable frog, Kermit.

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