I ask Evelina Soderberg, the head of design at H&M Home, to sum up the brand in three words. It takes her a while, but in the end she settles on: "Fun, fashionable and for all." Which, she acknowledges, is "actually four words, but still".
An offshoot of the Swedish high-street-fashion label, H&M Home was launched in 2009, with a web shop and standalone bricks-and-mortar stores in Scandinavia leading the way. This March, the brand will make its debut in the UAE, with Home collections to be offered in existing H&M outlets in Deira City Centre and Abu Dhabi Mall. There are plans to open dedicated Home stores in the future, should the concept be well-received.
It’ll be a welcome addition to the UAE’s homeware scene, filling an underserved niche currently dominated by the likes of Zara Home: home accessories that are unashamedly on-trend, affordable enough to be interchangeable, but of suitably high and consistent quality; the interior equivalents of that neon romper suit – something you know you probably won’t be wearing in a year or two, but you can afford to buy anyway.
“We follow the business idea of H&M, because we think it is equally suitable for the home: fashion and quality at the best price,” says Soderberg.
The H&M Home range started with soft goods, such as cushion covers, blankets, bedding, curtains, tea towels, rugs and bath towels, and in 2012 expanded into hard goods, such as candlesticks, frames, storage boxes, glass bowls, scented candles, storage boxes, chinaware and soap dishes. The aim is to create accessories in a range of styles – from feminine and romantic to casual, urban or fresh and fun.
“The product types that we offer are the ones that can really change the appearance of your home. We see them as accessories for the home, just like you would have fashion accessories. We work with diversity; for us, this is really important. No matter what taste you have, you should be able to find something, hopefully, at H&M Home.”
For the brand’s spring/summer 2015 collection, the emphasis is on lightness, with pastels, florals and geometrics intermixed with “a bit of an ethnic touch”, Soderberg explains. There are pared-back, industrial-style woods, soft pinks, blues and greens, lush towels in bold colourways and cushion covers emblazoned with everything from pink poodles and chintzy daisy chains to colourful parakeets and muted chevrons.
For autumn/winter, the range will be influenced by global cultures and folklore, which, as Soderberg points out, is one of the major macro trends in both fashion and interiors. Metallics will also feature in a big way, with brass, copper, bronze and silver becoming de rigueur.
So how heavily is H&M’s home offering influenced by the fashion industry? “We are very much influenced by the fashion trends, but we are also very aware that this is not clothing – it is something that you put in your home and not on your body, which is a big difference. It is also a product that you don’t change as often as you change your garments. So we are not only looking at the fashion trends; we are looking at overall, general trends in society, art, music, social media and other creative fields,” Soderberg explains.
Having started her career as a fashion designer, Soderberg is well positioned to navigate the waters where high-street fashion and interiors meet. The daughter of a musician, Soderberg realised early on that she didn’t have the mettle to practise her violin for four hours a day, but had a keen interest in fashion and drawing. She studied at Esmod in Paris, and joined H&M in 1986, her first job. She stayed at the company until 1992, when she and her family moved overseas. She worked with other fashion houses in the interim, but rejoined H&M when the opportunity to oversee the Home division came along. Was it challenging making the transition from fashion to homeware? “As it was H&M Home and connected to fashion, I think the way I work today is not that different. You don’t have to struggle with the fitting; otherwise, it’s still all about colour, prints, quality, textiles.
“The one thing I would say is that fashion moves so much faster. And while I don’t think we should strive for a hysterical pace, I think it’s interesting to look at interiors in a similar way to fashion, because I think we tend to be much more traditional when it comes to interiors. And I don’t really understand why. There’s actually no answer. I think it’s just because nobody’s ever challenged that.”
Ultimately, the beauty of a brand like H&M is that it allows you to experiment – with limited financial repercussions if you get it wrong. You can see if there’s room for more animal print in your wardrobe; and you can play with a new colour scheme in your living room, without having to invest a fortune.
“H&M Home was launched to show customers that it doesn’t have to be expensive or complicated to change your home. My advice for designing your home is the same as it is for life. Stay true to yourself, your personality and your tastes, and don’t rush,” says Soderberg. “When it comes to the essentials in your home, you don’t really need much. You need a bed to sleep in and a table to eat off. Beyond that, you can take your time. Break with tradition; listen to yourself and see what you like. It’s nice to live within your time and evolve with it.”
