Material Instinct: Meet H&M Home’s New Summer Collection

A summer collection infused with contemporary pieces marks a new chapter for H&M Home

In April, H&M HOME made its debut at Milan Design Week, a milestone that marked a bold evolution for the brand. Presenting a landmark collaboration with acclaimed American designer Kelly Wearstler, the installation was hosted at Palazzo Acerbi and showcased a curated 29-piece collection of homeware and furniture launching in September. The event redefined H&M HOME’s positioning for the future, and introduced a new brand identity and retail concept in Dubai Mall, alongside its summer 2026 collection. Designed as a modern interior and lifestyle destination, the space brings together contemporary design, materiality and inspiration for the home in one holistic environment. General manager Frida Dahlquist and head of design & creative Evelina Kravaev-Söderberg discuss how this new chapter celebrates both self-expression and accessible design.

H&M HOME first launched in 2009. What has been its journey since then?

Evelina Kravaev-Söderberg: It began with a simple ambition: to make great design more accessible for many people. Over the years, the brand has evolved from home accessories into a global and broader interior destination with a strong design point of view and a curated lifestyle universe. It’s been exciting seeing how customers today engage with the home in a much more emotional and personal way. The home has increasingly become a place for self-expression, creativity and wellbeing, and the brand’s journey reflects that shift.

Congratulations on the new concept store in Dubai Mall. Talk us through the vision…

Frida Dahlquist: Thank you! This opening feels very special for us as we’re introducing an updated direction for our store concept. The vision was to create a space that fully expresses the world of H&M HOME today: elevated, fresh, welcoming and inspirational. We have been inspired by the world of interiors and modernist architecture, and the store design leans towards modernism with a considered material mix and clean lines. We wanted the store to have a natural guiding path, so it’s built around a sequence of interconnected rooms leading the customer to discover our lifestyle universe. The ambition is to create an atmosphere that is more than a store; we want to create a destination where people in Dubai can experience the brand in a deeper and more sensory way.

It’s the first global showcase for its new identity. What is it, exactly?

FD: It’s about long-term relevance, refining the brand and staying confident in who we are. It reflects a more design-led and curated expression of H&M HOME – one that feels contemporary and globally relevant. There is a stronger focus now on materiality, atmosphere and the feeling a space creates, rather than simply individual products. We are interested in how interiors can shape everyday rituals and emotional experiences. Dubai felt like the natural place to introduce this next chapter because it is such an international meeting point for fashion, creativity, architecture and luxury retail. It is a city that embraces innovation and experience, while also having a very strong visual culture and appreciation for design.

The new store design draws inspiration from modernist architecture. Can you tell us more about this?

EVK: We were inspired by many aspects of modernist architecture and interiors, particularly the balance between simplicity and warmth. There is a timeless honesty in modernism that we find very inspiring: clean lines, strong forms, thoughtful functionality and an emphasis on natural materials. We also wanted to interpret those references in a soft, welcoming and contemporary way with some bold interior statements, like the black tile wall. We looked at architecture, gallery spaces and residential interiors that feel sculptural yet calm. There is also a strong influence from hospitality design, spaces that create an immediate emotional atmosphere through light, texture and proportion. The overall vision was to create something clean but never cold; sophisticated but still inviting.

The customer experience appears more evolved, too. What can we expect?

FD: We wanted the experience to feel inspirational, immersive and intuitive. Rather than presenting products in a traditional retail way, we approached the store almost like a series of lived spaces and design moments. Customers can move through different moods, materials and styling perspectives in a more emotional and exploratory way. There is also a stronger sensory aspect to the experience through light, scent, texture and the overall atmosphere of the space. We want customers to feel inspired creatively, but also comfortable and welcome at H&M HOME. Ultimately, the ambition is for visitors to leave not only with products, but with ideas and a feeling. We wanted to create a space where you want to stay and explore.

In line with the new identity and concept store, has the product range evolved too?

FD: The brand is always evolving and exploring and that’s reflected in our collections. We are product-obsessed and want that to come through in every aspect. We put a strong emphasis on great materiality and craftsmanship-inspired details. There is a greater focus on considered form and functionality, tactile surfaces and versatile pieces that can live beautifully in different kinds of homes and across seasons. At the same time, we continue to balance elevated design with accessibility, which remains very important to us. A big moment coming up for us is the Kelly Wearstler H&M HOME collection that drops 3 September – a perfect example of great design meeting a very accessible price.

And what about new in-store experiences?

FD: We have since the start of H&M HOME seen services as an important part of creating a richer and more personal retail experience. A new monogram service and Bloombox flowers both add a human and emotional dimension to the store experience, which we love. Going forward, we see opportunities to continue evolving the concept with new experiences, collaborations and services that feel relevant to the local customer and aligned with the brand’s universe. We are very interested in creating spaces that feel dynamic and culturally connected.

Anything else to add before we all head to the store?

FD: One thing that feels especially important with this concept is the balance between global and local. While the store represents the future global direction of H&M HOME, we also wanted it to feel connected to Dubai, its energy, light, architecture and appreciation for hospitality and experience. It’s really about creating a world people want to spend time in.

For more information, visit ae.hm.com

Lead Image Credit: Outdoor cushion cover in striped yellow, Dhs90; Slub weave cushion cover in beige, Dhs59, both H&M Home

Photography by Žiga Mihelčič. Art Direction by Agata Wycichowska. Styling by Marguerita Christoforidis. Executive Producer: Drew Brown. With Thanks to Casa Roca

From Harper’s Bazaar Arabia Summer 2026 Issue