Hearst UK has launched a new Harper’s Bazaar UK licensing partnership with Sofas & Stuff. The collection features Harper’s Bazaar UK-inspired upholstery fabrics, available by the metre and for use on Sofas & Stuff’s MTO products, including pieces from its new contemporary Frame collection.
Drawing on more than 150 years of Harper’s Bazaar UK’s editorial archive, the collaboration brings together the brand’s legacy of style, iconic covers and influential art with Sofas & Stuff’s expertise in fabric design and British craftsmanship. They say they have together created "fabrics for the bold, aspirational and design-conscious consumer".
The collection features six designs, each available in a range of colours and across three materials to suit a variety of interiors and projects.
The launch is supported by an integrated marketing campaign across both brands. Harper’s Bazaar UK’s activity will span digital, social and print, while Sofas & Stuff plans to bring the collection to life through extensive activity including influencer collaborations, social media, out-of-home advertising, window displays and its presence at interior design event Decorex.
Lydia Slater, editor-in-chief of Harper’s Bazaar UK, says: “Harper’s Bazaar’s archive is always a rich source of ideas for me, so I'm thrilled that it has been equally inspiring for Sofas & Stuff, whose new fabric range features design details taken from our iconic covers.”
Andrew Cussins, founder and design director of Sofas & Stuff, comments: “Inspiration rarely occurs in a vacuum. As soon as I started to look through the Harper’s Bazaar archive of magazine covers, I knew I was looking at a treasure trove of extraordinary ideas. I was particularly drawn to the fashion photography of the 1950s, and to the confidence and sense of possibility in those images.
"What interested me was how those references might find a new expression through fabric. I’ve always loved the way textiles can completely change the character of a piece of furniture and give people the freedom to make it their own. Taking something from the mood or detail of a cover and developing it into a fabric for upholstery felt exciting.”
Ricky Partner, CMO at Sofas & Stuff, adds: “Harper’s Bazaar has an extraordinary creative and cultural heritage, so the opportunity to explore its archives and interpret them through the world of Sofas & Stuff felt incredibly exciting. Frame allows us to present our own perspective on contemporary living – one that is colourful, characterful and expressive, while remaining rooted in the British craftsmanship and quality our customers know us for. For our customers, I think the exciting part is the combination of those two worlds – the editorial eye and design heritage of Harper’s Bazaar, brought together with our expertise in furniture, fabric and personalisation.
"The result is a collection that gives people even more opportunity to create a home that feels individual to them.”
