Hommey Unveils Scandinavian-Inspired Home Collection Capturing Copenhagen Essence
Australian lifestyle brand Hommey has launched a breathtaking Scandinavian-inspired collection that spans bedroom, bathroom, and living spaces, designed to create seamless flow throughout the entire home. The collection debuted on March 5, offering Australian homeowners an authentic taste of Nordic design philosophy.
Authentic Copenhagen Inspiration
The entire campaign was shot on location in Copenhagen at the iconic Heatherhill Beach House along Denmark's picturesque coastline. Hommey collaborated with a talented local creative team including photographer Finn Peper, videographer Anders von Holck, and Copenhagen-based studio Narrow Creative to capture the collection exactly as it was intended: in its natural Scandinavian habitat.
The results are simply stunning, with the collection already receiving enthusiastic praise from early shoppers who describe it as "stunningly beautiful" and "something to obsess over." One excited customer wrote, "This makes me want to stay at home," while another simply declared, "I love it all."
Design Philosophy and Intentional Living
The aesthetic draws directly from years spent in Copenhagen by Hommey's Head of Design, Jamie Ashkar, who developed a deep appreciation for the Scandinavian approach to living: intentional yet undone. "I was drawn to the restraint, the softness, the way simplicity becomes a statement in itself," Jamie explains. "This collection is us channelling that warmth through Hommey's own lens."
This marks the first time Hommey has designed with the complete home in mind, creating something for every room while maintaining a cohesive aesthetic. The collection features a sophisticated palette including Hazelnut, Chocolate, Cream, Cornflower, and Riviera, with subtle pinstripe details that add dimension without creating visual noise.
Founder's Vision and Strategic Direction
For Founder Justin Kestelman, the collection represents a deliberate strategic statement about Hommey's unique position in the market. "This collection is Hommey leaning into what makes us different," Kestelman states. "Being copied on a product level is inevitable—but what can't be copied is our ability to curate a point of view, invest in design and creative, and tell a story that resonates. This collection is us leaning fully into that."
Product Details and Sustainable Materials
At the heart of the collection lies premium bedding made from 100 percent organic cotton, available in two distinct styles:
- The Versa reversible design in Caramel/Cream and Chocolate/Mist combinations
- The Solid range featuring Hazelnut and Riviera color options
The towel collection mirrors this aesthetic with both Pinstripe and Solid styles across the same sophisticated colorways. Pricing starts at $88 for a two-pack of bath towels and $128 for bath sheets. The collection also includes luxurious Cotton/Ramie robes in Hazelnut and Chocolate priced at $129, along with Stripe pajama sets featuring long shirts ($99), short shirts ($89), pants ($99), and shorts ($89).
Complete Lifestyle Expression
"From the outset, I knew this needed to be more than a series of product launches," Jamie emphasizes. "It had to feel like a complete expression of the Hommey lifestyle. Every element feels purposeful, yet effortless."
The collection's timing proves particularly strategic as it launches just ahead of Sleep Week (March 8-14), providing Australian consumers with the perfect opportunity to reconsider how their living spaces feel, not just how they look. This Scandinavian-inspired range encourages homeowners to embrace minimalist design principles while creating warm, inviting environments that promote relaxation and wellbeing.
While Scandinavian design often appears effortlessly simple, Hommey's new collection demonstrates how intentional design choices can transform chaotic home environments into serene, cohesive spaces that embody the best of Nordic living philosophy.
