Yesterday I went to the press preview of the H&M home collection. The display was rather disappointing and I am not sure I like all the products as much as I usually do. Lot’s of repeats on previous themes albeit slightly toned down. Many graphic prints of Club55-esque drawings, texts about imaginary towns or ports, fruit prints etc. I somehow feel I have seen it before very recently or too long ago. Often in colours I am not sure are ready for their revival yet…..None of the items seem to grab me like many items in the previous line did. I might not be their target audience though. Below a preview and the new collection in H&M’s own words.
It’s time for a total spring clean with Home, as the new season arrives bursting with ideas inspired by the gardens that are beginning to bloom outside. The 21st century urban gardener is a big influence this season. Natural coloured linen gives every room in the house a simple, raw feel, which is combined with shades of green and earth tones to create a no-fuss minimalism that contrasts with the romantic femininity of spring flowers. There is also a modern styling mix for the home which is heightened by an injection of bold ethnic prints with a dramatic African feel, alongside nautical stripes and playful prints of hearts and cherries. This is all part of H&M’s ever-expanding Home range, where fashion and interiors are united to create a constantly changing collection which is affordable, accessible and full of energy and life.
“Spring 2011 is all about rawness, simplicity and nature, with inspiration taken from botanical green, industrial settings, utility garments and ethnic graphics. It’s a season when you want to bring new light, new colours and flowers into the home. And, after a very decorative autumn, we feel the need to clean up and bring a more subtle, minimalist feel to our homes,”says Evelina Kravaev Söderberg, H&M Home’s head of design.