Whenever I profess my love for H&M’s Homewear line, it’s almost always (in-fact always) guaranteed to be greeted with effusive agreement. H&M Home appeared in our landscape around 2008, where it remained fairly under the radar until recent years where the concession grew to take over entire levels of H&M stores and dammit now everyone knows what a ‘hidden treasure’ the collection is.
The department is a constantly evolving of on-trend and most importantly affordable cushions, tablecloths, vases, bedding, rugs, tableware, trinkets, the list goes on – in the most covetable finishes – stained black wooden chopping boards, rose gold candlesticks, not to mention their patterned cushions – I could literally have one of each of these printed outdoor seat pads (and I don’t even have an outdoors). The collection’s brilliance lies in the fact that similar to the brand’s fashion line you can almost never tell that an item is from H&M, so it fits seamlessly into any interior.
The brand’s new summer collection of crafted looking indigo textiles, luxurious botanical prints and earthy linens and tableware just keep taking the style stakes up a notch. Some favourites are their tiered fringe cushion cover (not my style but very unusual), this waffle style crinkled blanket and stoneware vases in charcoal and blush terracotta.
On another note whilst writing this post, I chanced upon the Swedish home of Evelina Kravaev Söderberg the Head of H&M Home which could double as a catalogue backdrop for the collections. With crisp white walls and warm parquet floors Soderberg’s home is an exercise in mixing the high and low. In the living room, an Eames Fiberglass Rocker and Plywood Coffee Table are paired with H&M’s chunky knit throw and linen pillows.
Author: Rohini Wahi
Rohini is a London based freelance journalist and trend forecaster for the design industries. She has worked for Elle Decoration, Living Etc, Houzz and Design Sponge amongst others.
She loves a period drama and keeps a tidy home. Launched in 2007 The Beat That My Heart Skipped focuses on home inspirations, design trends, lifestyle and food – coupled with an insight into Rohini’s work and home life – from key picks at trade shows to styled weekend soirees. To contact Rohini for queries, work for hire or just to say hi drop her a line at firstname.lastname@example.org