In the late 1940s, Horrockses Fashions sought innovative textile designs to define its distinctive look. In 1947 the company secured the talents of visionary artist and designer Alastair Morton on an annual retainer, commissioning at least forty designs each year. The grandson of a textile manufacturer, Morton combined a deep understanding of industry with the sensibility of an abstract painter. As director of Edinburgh Weavers, an experimental branch of the Morton Sundour textile company, he was already known for bold, modern interior fabrics. 

For Horrockses, Morton created lively printed cottons characterised by free-flowing florals, organic abstractions, and dynamic colour combinations. Between the late 1940s and early 1950s he produced more than 400 designs, helping establish the visual identity of the brand.