I know, I know, Christmas hasn’t yet been and gone, but some of the spring-summer 2017 homeware collections are already beginning to emerge, and I couldn’t resist sharing a peek at this one from H&M Home.
H&M has long been one of my go-to places for affordable (and I mean really affordable) home accessories, but I’ve always thought of its range as cheap and cheerful rather than sophisticated. Created by Therese Senerholt, renowned interior stylist Lotta Agaton and photographer Pia UIin, its latest images show the brand in an entirely new light.
There are ceramics, bed linens, towels and more, all with wonderfully muted colours, striking shapes and tactile textures. I particularly love the patterned monochrome cushions and rugs, and the metallic flashes added by brass planters and candlesticks. As for the apartment used for the shoot, it’s packed full of inspiration for stylish yet relaxed living, with cosy corners, minimalist rooms and a sprinkling of design classics such as Gubi’s beautiful ‘Beetle’ chair.
Photography by Pia Ulin for H&M Home; styling by Lotta Agaton; art direction by Therese Senerholt