Most of us know Swedish multinational clothing-retail company H&M for its fast-fashion clothing for men, women, teenagers and children. In the last 2 years, however, the brand has taken the world of interiors by storm, replicating the successful model of ZARA Home, and is fast becoming a trend setter with products that you get to see in the most inspiring abodes. Is this a case of fast interiors?
H&M is the second-largest global clothing retailer, just behind Spain-based Inditex, the parent company of ZARA. So it seemed only natural that they would follow in the steps of the Spaniards who have long established themselves in the field of interiors decor. And as the spend on home styling products increases, so do the collections of H&M, which include from bedding to kitchenware and everything in between.
Check out their latest collection, Interior Stylists favourite products or scroll to the end of the post for a special giveaway!
H&M Homeware collection 2019 in pictures
With products that closely resemble high end - high priced ones (like Fornasetti-esque plates and sumptuous cushion covers that are actually less than £10 most of the time) it is not a surprise to see that stylists all over the world make them their go to place for the finishing touches in home staging projects.
Interior designer and stylist DANIELA TASCA YORK says:
"H&M Home has fast become my go to store for great styling pieces. Final styling with vases, candles, photo frames is so important to the feel of a room but can become quite an expensive part of the process. Much like their clothing, H&M Home design pieces that are so chic and cool but also at a great price point which makes it easy to fill shelves and mantelpieces without spending a small fortune."
See Daniela's work and follow her on Instagram here. Her top 5 products from H&M ? Fringed cushion cover, £12.99; Small bubbled plant pot, £9.99; Large black stoneware vase, £17.99; Marble vase, £34.99; Vase on a pedestal, £79.99.
Belgium based interior stylist, photographer and interiors blogger Patricia Goijens is also well familiar with the brand.
"It's no surprise H&M home does textiles really well", she says. "I always feel myself going back to them for items like cushions, bed linen, tea towels etc. I also love their glassware and porcelain, and I feel they've been coming up with the best collections in this area the past few seasons. I'm especially loving their items with modern, minimal shapes, and in smoked glass. This season is no exception, so these are a few of my favourite picks".
Trust Patricia's eye to pick some fab pieces - she also runs the amazing interiors blog NO GLITTER NO GLORY and has recently written THIS epic guide to Havana. Girl has style if you ask me (and an exceptional ability to pair her lips with the RIGHT shade of red. Just sayin).
Round marble tray, £24.99, H&M Home
"The range is so diverse and their colour palettes are always bang on trend. I particularly look for practical accessories which they do better than anyone else at such a good price point. Things like bath mats, storage baskets and jars. I am also a huge fan of their 100% washed linen range of bedding, tea towels and kitchen/dining accessories. I have an addiction to the napkins because they are just a fantastic prop in all their crumbled loveliness!"
Her top products from the latest collection are therefore linen based. Things like washed linen duvet cover sets, blankets and tea towels.
"I am really enjoying their progression into more substantial pieces such as lighting and furniture, but also their move toward premium materials such as linen and stoneware. I don't want to see interiors and home styling move too far toward the 'fast-fashion' culture, so I appreciate the items which have a slightly higher price point but deliver on greater quality."
And as for products to finish a room?
"For me, there are two essentials: trays and vases! I bloody love a tray, and H&M are the first place I look. A tray can instantly make a cluster of objects, toiletries or candles look cohesive and tidy. It's how I get away with the thousands of potions on my vanity unit!
Secondly, vases and pots; plants and flowers are key to bring a flourish of life to a room and placing them in an interesting vase or planter is a great vehicle to add accent colours to your scheme."
2-pack tea towels, £3.99; Large stoneware vase, £29.99; Patterned wool-blend rug, £139.99; Linen-blend blanket, £34.99; Washed linen duvet cover set, £59.99. All H&M Home
So how do I use H&M?
While I have to admit that I am not particularly impressed with the quality of their clothes (definitely a case of fast fashion), I do like their cushion covers which are the my go-to product for quick (and cheap) room updates as well as their pots and vases. Can you spot the bubble plant pots on my book case ? To see more of this room, check out this MAKEOVER POST.
In the living room, I have often used their cushion covers and was thrilled to bits when they first launched the tiger patterns below. It was a no brainer that I would have them, and at £7.99 it was a quick update without hurting the Seasons bank account.
In the bedroom (and you can see more of this room here) you will often find H&M cushion covers on the bed and vases on the side table!
Now over to you: Do you have a favourite piece from H&M? Enter our competition below to win a £50 gift card. Terms & Conditions apply. All photography unless otherwise stated is @H&M