THE NORDIC ALLURE
Form without function can finally RIP; this spring, a Swedish apparel giant’s home line is showing how utilitarian, modern interiors can be effortlessly chic
Have we had too much of Scandinavian design—their easy aesthetic, clean lines, subtle but impactful pieces? While many maximalists were busy predicting its end, homeowners have found it perfect for the spring season. The long queues outside the recently launched H&M Home, is a case in point. The new launch has ensured an exciting month for decor enthusiasts and purveyors of good design. H&M’s home line offers stylish, sustainable and affordable products for your space. From dinnerware to bed linen, from candle holders to kitchen essentials, there is a lot to choose from. We caught up with Evelina Kravaev-Söderberg, head of design and creative, H&M HOME about the launch, trends and more.
Why launch H&M Home in India now?
We always listen to our customers. In India there’s a high demand and interest in interiors and design, and H&M’s existing customers often asked for interior products in line with the H&M business concept.
What makes the spring collection special?
Spring at H&M HOME is a sign of the times— brighter days and summer sun enrich the collection in soft colours and abstract prints. The season’s collections invite Zen and harmony into homes, urging people to find pleasure in the everyday with comforting details. We wanted the season to mark a new start for homes as the leaves change colour again and sought to create a welcoming oasis in the midst of the bustling city life. The collection also features abstract prints and edgy shapes that are mood-boosting and really breathe life into spaces.
What are the spring design trends?
With so much time being spent at home, living spaces are becoming strong aspects of people’s personalities and an extension of their being and individuality. The major design trend for the year is for spaces to tell stories about the people who live in them, and we will see lots of colour and in general a sense of optimism.
Any favourite piece from the new collection?
I just love everything about it, so very difficult to choose. Springtime is the season to declutter, and I adore the pragmatic storage solutions we have crafted this season, both for the kitchen and for the bathroom. When things have their own space, life becomes easier and the mind becomes clearer, allowing you to truly focus on the things that matter. For the kitchen, we have some cool utensil holders crafted in ceramic, to hold and display cutlery, along with linen bread bags that keep food fresh for longer. For the bathroom, we have designed a fabulous golden tray to keep everything in place with a stunning opulent colour that adds a touch of flair to the bathroom.
PRICE `149 to `25,999