It’s always a treat when Swedish fabric company Himla releases a new catalog, and the Fall/Winter 2011 edition, shot on Iceland, is no exception. They always choose stark Scandinavian landscapes with neutral colors as the backdrop for their product photos, and not only does this create a fairy-tale feeling, it really makes their products stand out.
The company was founded in 1990 and their main line of business is fabrics in beautiful natural materials like wool, silk, linen and cotton. Linen is often thought of as a high maintenance fabric, but Himla’s is sort of “rough around the edges”, which I love. It looks fragile, but is not. You can wash it (no need to iron), and the colors are so pretty – natural and often muted, but still colorful.
The fabrics come both by the meter and as finished products: linen tablecloths, napkins, kitchen towels, table runners, curtains, lamp shades, pillow covers, sheets, cotton towels (some with bamboo mixed in), lambswool throws, and silk pillow covers, etc.
Here are a few of my favorite shots from their last few catalogs – aren’t they totally enchanting?
From the Spring 2010 catalog, shot on the Swedish island of Gotland (this one is my favorite to date, and I’m not saying that just because I grew up there!):
Fall 2010, shot at the Icehotel in Jukkasjärvi, Sweden:
The Spring 2011 edition was also shot on Gotland, in one of the many old church ruins:
Fall/Winter 2011, Iceland:
The Christmas collection is so pretty – gray, white, beige and muted reds – some checkered, with stripes, or little embroidered snowflakes. And who can resist those adorable Icelandic horses?