Fast fashion giant H&M is making itself comfortable in the world of home décor.
Author Sarah Horne
IT’S EASY TO ENVY THE SWEDES, with their crime writers, mini meatballs and catchy pop tunes. Now there’s another reason to see green, as the country’s famed retailer H&M introduces its premiere home collection, a bid to give the modish management at Ikea a run for their krona.
H&M Home launches its spring line of textiles and soft accessories featuring a pop-inspired aesthetic— think psychedelic pillows depicting Viking princesses, paint-splattered duvet covers and graphic throw blankets. “We want to show people that an item doesn’t have to be expensive or dramatic to change your home,” says Evelina Kravaev Söderberg, H&M Home’s design chief. The bad news? So far the linens are available only online in Sweden and its Nordic neighbors (plus Germany, Austria and the Netherlands). Though the fashion brand is known for its attention-grabbing designer collaborations (it’s worked with Karl Lagerfeld and Sonia Rykiel, among others), this time H&M is taking a humbler approach, tiptoeing into the realm of home décor with nary an international creative director or champagne-fueled debut bash. Nonetheless, the jawdropping prices (4.90 to 49.90 euros, or around $6.50–$68, for everything from candy-striped cushion covers to organic cotton bed sets), are earning the company plaudits from design-hungry bloggers around the globe. The response has been so strong the products are already slated to expand to the U.K. come autumn. Just in time for Brits to curl up under the covers and hibernate. There’s still no word on when the line will be available in the U.S., but you may want to start fluffing your pillows just in case.