West Elm has announced a new collection in collaboration with content creator and entrepreneur Emma Chamberlain.
"A defining Gen Z voice, Chamberlain brings her signature style to an assortment of furniture, lighting, decorative accessories, and textiles designed for small spaces," states the global retailer.
The collaboration is Emma's first comprehensive home collection. To create it, she worked closely with West Elm's design team to develop pieces inspired by the elements she gravitates toward at home – vintage finds, warm textures, and an easy approach to entertaining, blending "relaxed California style with West Elm’s modern design sensibility". The new collection also features several designs and motifs across the textiles and decorative accessories drawn from Emma's tattoos.
“Emma brings a distinct point of view to everything she creates,” says Day Kornbluth, president of West Elm. “Working closely with Emma, we pushed into new creative territory for the brand. The result is a collection that balances practicality with personality – playful icons, bold color, and pieces designed to bring humor and joy home.”
Emma states: “My collection with West Elm started with my home decor philosophy, which is pretty simple, I believe the home should invite you to live in it. The colours should draw you in, the objects should feel approachable and lighthearted, every seat should ask you to stay a while, and every piece should be as functional as it is charming, creating a home that not only looks beautiful, but feels beautiful.”
