Exclusive: India Mahdavi launches a kaleidoscopic home collection for H&M
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“It is important to democratize my work,” India Mahdavi says of the underlying motivation for her new home collection with H&M. Indeed, while the star designer has a legion of fervent admirers—high profile projects like London’s Sketch and Ladureé Beverly Hills as well as awill do that to you—most of them have only been able to appreciate her work from afar: most of Mahdavi’s previous work has been high-end, limited edition, or made to order.
However, today at 10 a.m., Mahdavi’s signature rainbow style, interpreted on everything from throws, to plates, to cushion covers, to rugs, is available to everyone via H&M. She dreamed up the line during lockdown, acknowledging the emotional desire for joy and optimism amid tumultuous times. The palette was derived from an afternoon spent under the spring sun—one of the few mood-boosting activities that could be done during the pandemic.
The Iranian designer lived with every piece in her collection. That was important to her: “I have to live with them to see how they work,” she says. The blue-and-white checkered rug graced the floor of her house in Cannes. In the summer, she’d cut up tomatoes and put them on her plates, admiring the juxtaposition of the bright red on the gradient surface.As she puts it: “This collection is to be lived with, to be cherished, to be part of your landscape.
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