I can’t speak for how it is in other countries, but here in Australia, I think H&M’s homewares are seriously underrated. So many of its products — like bedding, kitchenware and home décor — look and feel designer, but don’t come with the price tags to match.
I have a stone-coloured, linen-mix bathrobe from there that I’ve had for years and still love, and recently picked up a blue ombre-patterned vase that looks handmade and, well, expensive.
Now, the home section of the Swedish store (yep, just like IKEA, H&M was founded in Sweden) has gotten even better, teaming up with Iranian-French designer and architect India Mahdavi to launch a new collection.
Mahdavi is behind the interior design at Instagram-friendly restaurant Sketch in London (you’ve definitely seen it — the one that’s entirely pink) so, naturally, her home collection is filled with bright colours like oranges and greens, gradient colour plays, and out-of-focus graphics.
She says she was inspired by the blinding colours you see when you close your eyes in front of the sun, and that the collection is meant to be a wind of optimism in a world of uncertainty. “With this collection, H&M Home has offered me the opportunity to spread a joyful palette of colours on an international scale,” says Mahdavi.
The collection, which ranges from $27.99 to $149) features ceramics like plates, bowls, mugs and vases, as well as exquisite textiles in natural materials, in the form of cushions, placemats, a blanket and a large blue and cream checked rug. All of it was made by European manufacturers Mahdavi handpicked among the H&M Home suppliers and with whom she felt there was an understanding of common values.
“We wanted to create a poetic and contemplative collection, focusing on crafted quality and joyful colours, and we can’t wait to introduce our customers to India’s impeccable sense of colour and design aesthetics,” says Evelina Kraveav-Soderberg, Head of Design and Creative at H&M Home.
Born in Tehran, but raised in the US and Europe and currently based in Paris, Mahdavi’s creative identity and artistic references are multicultural and unconventional. She’s responsible for some of the world’s most photogenic interiors, and is known for her design philosophy that shows how colours, materials and shapes can positively influence your mood.
Currently, the collection is only available in Australia at Sydney’s Pitt Street H&M store, though here’s hoping the brand adds homewares to its other stores and its online offering.