A home for all aspects of life - H&M home

When creating a global multi-channel campaign it’s not a one woman job, not a two women job either ~ it takes a village - Therese Sennerholt

This month H&M Home has launced their pre-spring 2021 collection. This collection is filled with everything to freshen up our homes and get ready to greet a lighter season including sculptural accessories, cosy textures, beautiful storage solutions and home office supplies.

For this new season, H&M Home has used a neutral colour palette of creamy whites, beige, and black, taking inspiration from modern and artistic homes. Clean lines, bold prints and sculptures and sculptural and soft shapes are central in this trend . I was really inspired again by the stylish press images of this campaign led by creative director Therese Sennerholt.

Therese gave us a little behind the scenes insight into how the creative process works when she sent me the images.

When working with H&M Home, the art director works on the assignment several weeks prior to the stylist and photographer team join in. Therese created the concept and idea which is a process that starts approximately 2 months before the shoot takes place. Therese, H&M Home and the creative team has a very intense and close contact before the shoot and they implement the approved ideas and concept together and turn it into images. A job that she really loves. In the end it is all about a team effort.

“My idea for this concept was to create a mutlifunctional space where every room has a multi-purpose of home comfort, function and an intergrated work space. A home suitable  for living, entertaining and working.“

 You can find the new collection here - Elvera

Images via Therese Sennerholt with thanks!

Styling Sundling Kicken | Photography Kristofer Johnsson | Art Direction Therese Sennerholt.