H&M wants to dress little millionaires. The brand's exclusive line debuted at Paris' most famous department store

H&M is breaking new ground by opening doors to the world of premium fashion for the youngest. “Adorables,” a luxury children’s line that combines Scandinavian minimalism with the highest quality materials, debuts at Galeries Lafayette in Paris. “It’s hard to imagine a better home for our most exclusive children’s line.”

Swedish fashion giant H&M is consistently redefining its place on the global fashion map by introducing its luxury children's line "Adorables" to the French market . After a successful test at London's Selfridges department store last fall, the brand opened a 63-meter boutique at Galeries Lafayette Haussmann - the most famous department store in Paris .

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" Adorables " is H&M's response to the growing expectations of customers looking for high-quality children's fashion . The line, aimed at children aged 0-10, focuses on timeless styles, a subtle color palette and noble materials - organic cotton, silk and wool . The thoughtful, cozy decor of the newly opened space in Galeries Lafayette - with light wood, soft carpets and decorative flowers - complements the impression of top-shelf quality and aesthetics.

Shirt from the H&M Adorables collection / H&M, website

The opening of the "Adorables" boutique in Galeries Lafayette is a key element of the brand's broader image transformation strategy.

Galeries Lafayette Haussmann is an iconic department store in the heart of Paris , on Boulevard Haussmann . Known for its luxury offerings, stunning architecture and early 20th-century Art Nouveau dome, it attracts both fashion lovers and tourists looking for a unique shopping experience .

- It's hard to imagine a better home for our most exclusive children's clothing line than Galeries Lafayette Paris Haussmann, one of the most iconic fashion destinations in the world. We are thrilled with this partnership and can't wait to introduce H&M Adorables to a completely new group of customers - says Isabella Innergård, Managing Director of H&M Kids, quoted by Fashionbiznes.pl.

Galeries Lafayette Haussmann - new location of the H&M Adorables boutique / Shutterstock

The new opening also fits into an ambitious plan to modernize H&M’s presence in the Île-de-France region, where the brand operates around 30 stores. Some of them – including in Les Halles, Beaugrenelle and Levallois – are currently undergoing comprehensive renovations.

Will the new line appear in Poland? Although " Adorables " is also available in selected locations - including rue La Fayette and the world's most profitable H&M store in Forum des Halles - the brand does not plan a wide expansion . Its strategy is based on a selective approach to locations, attention to conceptual coherence and high quality of display.

H&M is no newcomer to the high-fashion segment. The group already includes premium brands such as COS – the 6th most desirable brand Q1 2025 according to Lyst – and & Other Stories , which offers an original mix of fashion, cosmetics and accessories. " Adorables " is therefore a natural extension of the portfolio towards the youngest customers.