A Modern Mediterranean Style with Refined Scandinavian Influences

, , By Catherine

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Swedish high street powerhouse H&M did a tour de force with the Spring 2020 campaign for their Home collection. Credit is due to Therese Sennerholt, an Art Director and Creative Consultant based in Stockholm, who led this project with the help of stylists duo Sundling Kickén.

The result is a beautiful styling inspiration with a serene quality. It makes me think of a modern Mediterranean style with Scandinavian influences: Natural materials, muted colors, and nuanced textures, mixed with weaved jute rugs, raffia baskets, tortoise glass vases and candles, cushions with tassels and some north African patterns.

There is also a clear nod to the modernism, with the numerous curves, bold silhouettes, minimal ceramic sculptures and line drawings (see the cushion cover on the image below).

I a such a fan of this campaign. I love the mix of affordable home accessories with more high-end furniture. I spot a Grand Palais sofa table from Asplund and a lovely bouclé sofa and chair by Fogia (ferm Living and Gubi both have something similar in their assortment, too).

I’m fancying a shopping trip right about now. What about you?

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Creative Direction: Therese Sennerholt

Styling: Sundling Kickén,

Photos: Rich Stapleton for H&M Home

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4 Comments

  1. 10 Feb 2020 / 07:10

    I love the round wooden coffee table with ridges on the first photo. Please can you tell me where it is from?

  2. 10 Feb 2020 / 07:13

    I love the round wooden coffee table with the ridges on the side. Please can you tell me where that is from?

  3. Gerard Conway
    12 May 2020 / 02:09

    Those Pierre Jeanjerret style chairs are lovely. Do you know where they’re from?

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