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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 a profile in The New Yorker will 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. When the designer closed her eyes, kaleidoscopic colors popped into her mind, and it was those bright shades that made their way onto the home goods. Mahdavi intentionally made the patterns a bit hazy, with colors and geometry seemingly melting into each other. “Everything was a bit blurry in my mind—it was a moment of uncertainty of the future,” she says of the symbolism.
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Mahdavi envisioned the aesthetic on items you use on a leisurely morning: a throw, for when you roll out of bed. Then a lavender mug for your coffee, and a cheerful coral pitcher on your breakfast table that could be used for orange juice or as a vase for flowers. Everything, she hopes, will visually spark happiness. The price range starts at just under 18 dollars and ranges to just under 500.
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.
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As she puts it: “This collection is to be lived with, to be cherished, to be part of your landscape.”
Below, shop a selection of India Mahdavi’s collection for H&M.
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