Fashion company Hennes & Mauritz (H&M) quietly announced plans to launch a home collection in March 2009 in an effort to offset slowing sales. Delayed from its original fall 2007 launch, it's first Spring Home line officially launched in early 2011 in select European countries.
The company has rolled out its initial home collections which include pillows, towels, curtains and other home-textile products for Spring, Summer and now Fall 2011. The collections are fashion-focused, and inspired by the latest runway trends. The concept is based on an accessible, inspirational range of fashionable textiles for the home at a great price. Products are available online and in catalogs
The themes for Fall 2011 reflect a palette of forest-inspired colors bathed in candlelight, vivid brights of cobalt blue and purple, and pink and red in glamorous 70’s shades and black lightning. The colors and fabrics inspired by the American prairie and the rawness of the season outside.
Products include candles in glass lanterns in bright autumnal shades or featuring nostalgic patterns; knitted and faux fur cushions and throws teamed with animal motifs; industrial photographic prints; and 70’s-inspired stripes.
Seasonal looks include: falling leaves on tea towels, romantic vintage prints for duvet covers, and a mix of 1950’s nostalgic puppy motifs and retro industrial prints to bring towels to life in the bathroom. Sustainability is increasingly important, with shopping bags in recycled polyester and selected towels and textile baskets made from organic cotton.
“The industrial trend continues, complemented by a glamorous 70’s theme with high-gloss materials in bright autumnal colours and lightning black as a base. This season’s key products are our cushion covers - faux fur and soft knitted covers in natural shades are a must”, says Evelina Kravaev Söderberg, H&M Home’s head of design.