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H&M's Home collection creates romantic atmosphere
31
Jan '11
As Spring days brighten, H&M's Home collection is all about enjoying the light. Lace, white crochet and Broderie Anglaise help to let in the light around the house, especially in the bedroom, where such see-through fabrics help to create a romantic atmosphere.

Colours such as sea blue and green hues are echoed on chair pads and table runners, which look great both indoors and out. Nautical stripes and sailor prints are a key style crossover for the fashionable home, while botanical imagery and unbleached linens continue a natural theme. Candy colours and sweet slogans on guest towels and bath mats sit alongside Nordic inspiration on bath and hand towels. Bold-colour paisleys in tablecloths send the message that spring has fully arrived.

“As the weather warms up, we tend to spend more of our time outdoors. We style our favourite spot outside with chair pads in blue stripes and cushions in unbleached linen, and we decorate our Easter tables with green herbal prints, pencil-drawn flower patterns and oriental multicolours. We want different shades of white in our bedrooms; in lace, crochet and shiny velvets,” says Evelina Kravaev Söderberg, H&M Home's head of design.

Concept: An accessible, inspirational range of fashionable textiles for the home, all at a great price.

Colours: Pure blue and green inspired by nature, alongside nautical navy and the raw tones of unbleached linen. White and off-white are accented by shades of pink.

Key Trends: This Spring we want to create a casual outdoor style. Nautical stripes are key patterns for the home, as is all-white lace, crochet and Broderie Anglaise. Graphics herald the warming weather, from the warmth of Nordic prints to the signs of heat in strong-coloured paisley.

Fabrics: Cotton, linen, lace, crochet knit, velvet.

Home is an interior textile concept by H&M - HENNES & MAURITZ AB that was launched in February 2009. Home unites interiors and design with a wide range of interior textiles. The collection is divided into different concepts and rooms: living room, bedroom, bathroom and kitchen. Home is sold via distance selling in the markets where this sales method is already established, via H&M Shop online at hm.com and catalogues. The sales markets are Sweden, Denmark, Norway, Finland, the Netherlands, Austria, Germany and the UK.

H&M - HENNES & MAURITZ AB


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