Now you may not want to think about winter just yet, but we can’t resist letting you in on the new trends from H&M Home that are set to launch later this year. We caught up with Head of Design Evelina Kravaev Soderberg to talk about how the brand has developed and what’s in store for us next season…
Hi Evelina, great to see you. Style at Home is a big fan of H&M’s home collections. Tell us more about your role…
Hi Style at Home! I’m the head of design for H&M and my role is to lead the team in developing the collections. I’ve been here since 2008, and we launched the first home collection in 2009, when it was textiles only. Since then the ranges have grown massively, as has the team – we’ve gone from six of us to 25!
Where do you get your inspiration from?
Like everyone who works with design, our team looks at all creative fields for our inspiration. Of course, as we’re H&M, fashion is a big part of that. We all keep ourselves updated, and travel a lot, which we love. So our inspiration really comes from different places and I feel the most important thing for all of us is to stay open and be receptive to what’s going on.
Do you find that the fashion and homes trends cross over at all?
Yes, there are quite a lot of parts where the two businesses meet, especially when it comes to colour and print. However, not all the trends are applicable, and we also need to stay humble to what kind of products we are working on. For example, the sports trend works well for fashion but not so much for interiors.
What type of customer do you design for at H&M Home?
Our collections are really aimed at everyone – anyone interested in fashion and design. We want to offer diversity, so it shouldn’t matter what taste you have, hopefully you’ll find something you like at H&M Home. We usually have around four different concepts – so there’s the more feminine, romantic range; the more casual, rustic collection; an urban and minimialistic range, and also the eccentric, colourful and fun designs.
Do the trends differ from country to country?
Actually, when we see what our customers are buying it’s usually very similar. We’re becoming more global as a whole and the new generation is far less traditional and seeing home interiors in a new way. It seems that people are thinking more about themselves in a way and how they can reflect their personality within the home.
What are the best-selling pieces from H&M Home?
Items that can be easily changed, such as cushion covers, are always popular as they are so affordable and a really good way to update your home. Also, our scented candles and tealight holders sell really well – they make great gifts.
What must-have piece out of the new autumn/winter collection should Style at Home readers snap up?
That’s a tricky question, as we do so many different items and it’s hard to pick just one. We have some really well-priced blankets and throws, so I’d say one of those, along with a vase so that you can bring some greenery into the home.
Tell us more about the trends for autumn/winter 2015…
Autumn/winter is my favourite trend, it makes you want to cuddle up with all our cosy cushions and blankets! This year, a big influence for us is nature – we were inspired by greenery and wood, along with texture and a more personal hand-crafted/imperfect look. You’ll also see an ethnic influence in some of the black and white patterns, plus we have some designs that have the feeling of the hand drawings from the modern art world, that have actually been designed in house – we have very talented graphic designers. Metallics are still featuring, but it’s all about brass this season: it’s the new copper!
Neutrals are always strong, but for autumn it’s a lot about grey – other colours you’ll see are petrol blue and a lush deep green. For the more romantic and feminine customer, you’ll see some tapestry-influenced patterns in grey and pink shades.
Make sure you visit H&H Home for Christmas, too, as we have a beautiful trend that we call Frost – great for anyone who has a love of silver and sparkle. We also have a more traditional collection in red, which features contemporary motifs and natural linens and jutes. Finally we have Blush, which is shades of white, gold and powder pink. Overall our homeware for Christmas is all about festivities, glamour and sparkle.
Visit www.hm.com to see H&M’s current collections.
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