Design Experts

Inside design: Evelina Kravaev-Söderberg

Inside design: Evelina Kravaev-Söderberg Author: Style At Home

Design Experts

Inside design: Evelina Kravaev-Söderberg

Style at Home editor-in-chief Erin McLaughlin jetted off to H&M headquarters in Stockholm to chat with Evelina Kravaev-Söderberg, the creative genius behind H&M Home, and get a peek at its stunning spring collection.


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Inside design: Evelina Kravaev-Söderberg

Meet Evelina

“Whatever your age, whatever your style, you’ll find something here that suits you,” says Evelina Kravaev-Söderberg, head of design for H&M Home, which made its Canadian debut at the West Edmonton Mall in 2014 and recently launched at the CF Toronto Eaton Centre. Effortlessly elegant, Evelina’s personal style translates to every product, meaning each one is covetable, versatile and on trend. This past November, our editor-in-chief, Erin McLaughlin, met Evelina at H&M’s Stockholm headquarters to get a preview of the spring collection.

By: Erin McLaughlin Source: H&M Credits: Style at Home

Inside design: Evelina Kravaev-Söderberg

Stylish workspace

The whole design department works alongside one another at this table, inspiring community, collaboration and creativity.

By: Erin McLaughlin Source: H&M Credits: Style at Home

Inside design: Evelina Kravaev-Söderberg

Creating a vision

Cubbies of H&M Home samples and fabrics not only provide a beautiful backdrop, but also help the team envision what the new products will look like when they’re on display in stores.

By: Erin McLaughlin Source: H&M Credits: Style at Home

Inside design: Evelina Kravaev-Söderberg

Inspiration station

In its head office, the H&M Home design team keeps a curio cabinet stocked with fashionable flea market finds for inspiration.

By: Erin McLaughlin Source: H&M Credits: Style at Home

Inside design: Evelina Kravaev-Söderberg

Spring 2016 trend: Punch tropical patterns

“Nature is the green thread running through the H&M Home collection this spring,” says Evelina. “I love the authentic look of natural materials and the good feeling that nature brings to the home.”

By: Erin McLaughlin Source: H&M Credits: Style at Home

Inside design: Evelina Kravaev-Söderberg

Spring 2016 trend: Clean, sleek geometric shapes

While natural inspiration is highlighted in this season’s product line, it can be further broken down into four trend themes: clean (boasting a sleek, city feel), cozy (comfy yet ultra-feminine), coastal (featuring that casual, laid-back beachy-chic vibe) and punchy (lots of fun and uber-eclectic).

By: Erin McLaughlin Source: H&M Credits: Style at Home

Inside design: Evelina Kravaev-Söderberg

Spring 2016 trend: Quirky animal prints & shades of green

The resulting collection truly has something for everyone, from tropical patterns (bananas and cacti, oh my!) and shades of green (we love the emerald tones) to warm touches (in plush throws and glam brass) and modern geometric accents (they go with almost anything!).

By: Erin McLaughlin Source: H&M Credits: Style at Home

Inside design: Evelina Kravaev-Söderberg

Mutual love

Both Evelina and Erin love the lived-in-yet-luxe look of the washed-linen bedding collection.

By: Erin McLaughlin Source: H&M Credits: Style at Home

Inside design: Evelina Kravaev-Söderberg

Erin's favourite finds

Girlie glam “It’s the perfect place to store my go-to lipsticks.” Glass case, H&M Home, $20. Urban graphic "This would go well with any style, from modern to boho." Organic cotton toss cushion cover, H&M Home, $13. Vintage quirk "Wonderfully unexpected, this beaker makes a great case or simple objet." Glass case in Clear, H&M Home, $6.

By: Erin McLaughlin Source: H&M Credits: Style at Home
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Inside design: Evelina Kravaev-Söderberg