H&M is starting its first “At Home With” campaign this week, and its muse is Poppy Delevigne. Spanning home textiles – bedding, bath, rugs, curtains and accessories – as well as tabletop, décor pieces and scented candles, the collection is inspired by Delevigne’s travels and her own home aesthetic.
The model and actress’ “eclectic and colorful abode” in West London serves as a backdrop for the collection as well provides “real life inspiration for every room,” the retailer noted. Camilla Henriksson, H&M Home’s Head of Marketing and Communications added: “It’s always exciting to see H&M Home products in real life environments and stepping into Poppy’s house was no different. She has this fun personal style and loves to play with colour, which is strongly expressed from room to room. To have the campaign in her home with Poppy starring in the images as well felt so natural, from an aesthetic and inspirational point of view.”
In designing the collection, Delevigne said she sought to mix textures, finishes and colours.
“A home is about surrounding yourself with things you love and with this H&M Home campaign, I’m thrilled that I found so many pieces to fall in love with,” said Delevigne, who has starred in several TV series and films, including Kingsmen: The Golden Circle and Bittersweet Symphony. “It’s also wonderful to be working with an up-and-coming interiors brand that has such a wide range of styles you can pick and choose from.”