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Floral wallpaper is back. Here are the best William Morris-inspired designs
Floral patterns are experiencing a resurgence in interior design, with William Morris's iconic designs, dating back 150 years, finding renewed popularity among a new generation. This trend is evident in recent product launches, such as a successful Sixties floral from Graham & Brown and a contemporary collaboration between florist Willow Crossley and wallpaper brand Barneby Gates. An upcoming Eighties-inspired print from Pierre Frey further highlights this movement. Tom Puukko, founder of Feathr, a design brand collaborating with contemporary artists, notes Morris's enduring appeal, linking it to his belief in art for all and his social purpose. Puukko suggests that the current interest in Morris is driven by a desire for social justice and equality, attracting Gen Z students and graduate artists who see Morris as a historical counterpart to modern figures like Banksy.
Lucy Bentley, founder of Hex & Henbane, established her home decor brand in 2019, drawing inspiration from the Arts and Crafts movement's reaction against industrialization. Her work celebrates traditional craftsmanship and historical themes, resonating with a modern longing for unique, handcrafted items amidst mass production. Bentley's 'Alnwick' wallpaper, for instance, features poisonous plants in an opulent black and gold print, a nod to the arsenic dyes historically used in Arts and Crafts wallpapers.
The renewed interest in Morris's designs was significantly boosted by a collaboration between H&M and Morris & Co in October 2018, which applied classic patterns like Pimpernel and Strawberry Thief to apparel. This collection quickly sold out, leading to a 33% surge in demand for Morris & Co papers and fabrics in 2019. Further cementing this trend, the launch of the Queen Square Collection last autumn, featuring original prints recoloured by designer Ben Pentreath in a retro palette, garnered even more fans.
Laura Hunter, known as @nofeaturewalls on Instagram, describes her Henley home's decor as "Jamaican nan cottagecore," characterized by a vibrant mix of motifs. Her grandparents, who came to Britain during the Windrush migration, instilled in her a love for heavily patterned wallpaper, which she incorporates into her home. Hunter's spare bedroom and another bedroom feature Morris & Co's Strawberry Thief and Blackthorn, respectively, chosen for their aspirational quality and deep, dark backgrounds. She also recommends Hamilton Weston for historic reproductions, Poodle and Blonde for millennial-style patterns, and Hex & Henbane.
Other notable suppliers of bold floral wallpapers include House of Hackney, Timorous Beasties, Woodchip and Magnolia, Transylvanian studio MindtheGap, and South London duo Divine Savages, whose 'Forbidden Blooms' print incorporates serpents among botanicals. Lucy Tiffney's dramatic new pattern, 'Greenleaves,' features scaled-up hibiscus flowers, created during the first lockdown. These designs are characterized by their strong visual impact, which designers advise considering when decorating. Hunter suggests that opting for a fully patterned room requires a minimalist approach to furnishings to balance the overall decor. This trend emphasizes impactful, nature-inspired patterns, urging consumers to embrace bold choices while carefully curating the rest of their interior elements.
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