John Lewis

This season John Lewis unveils a shift in design direction for the home, spearheaded by the brand's first Director of Design, Charlotta Elgh.

Charlotta brings with her vast experience in brand concept development, having worked with successful global lifestyle brands and been responsible for developing over 1,000 textile products for the global market.

Her track record includes fourteen influential years at IKEA - as well as founding and running an award-winning advertising agency. In a bold move, Charlotta and her John Lewis design team are ditching multiple modes to introduce a new, pared back interior rulebook with just two trends. Home trends have been halved and simplified into 'Modern' and 'Classic' expressions, each offering customers furniture and accessories for their home and garden that will be affordable, achievable and unique in style.

The Spring collection begins this step change, strengthening the assortment with the introduction of products with a signature design that are just as strong on their own as they are in a room set. From upholstery created in British factories to heritage patterns re-imagined from the archives, each product has the quality customers expect ... and is undeniably John Lewis in identity.

Charlotta and her team say they will continue to build on this new vision, integrating it into every product category from Autumn.

Her strategy for the brand couldn't be clearer: "I am thrilled to join John Lewis and be part of such an iconic British brand. My vision for home is simple: I want to make it easy for customers to shop with us and identify their own style, whilst also ensuring we design for a number of different price points.

"Starting with Spring, we are moving forwards with two distinct trends that highlight and champion our heritage. My vision for every home product we sell is that each and every design that comes from my team is iconically John Lewis.

"The attention to design details, the quality and the timeless style mean it is undeniably part of our range. You'll see this beginning to come through in Spring, with products such as the Blocky armchair. And more will come later this year across the whole department.

"I want to simplify the interiors for our customers - making them stylish, accessible, functional and easy to shop. I think about it like a recipe card; for example when it comes to soft furnishings you start with a plain colour, layer on stripes and add in a graphic. I want to give our customers confidence to make these choices and discover their own unique style".

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John Lewis

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Image credit: John Lewis

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