Shrimps x Habitat
Building on Success To Reach New Audiences
When it comes to interiors collaborations, Habitat is leading the charge to bring British artists and designers’ style to the high street. Following a sell-out first season of soft furnishings, ITB worked with fashion designer Shrimps to negotiate and secure a second season collaboration with Habitat. In joining both brands for a second time, the goal was to authentically leverage the audience and influence of each partner, further building style and design credentials for Habitat and introducing a more commercial, entry-point customer to Shrimps.
California Cool Meets British Eccentricity
Building on the success of the first season collection of soft furnishings and framed artwork, this AW20 collection introduced larger pieces of furniture with an on-trend rattan theme.
Anyone who knows Shrimps will already be familiar with its whimsical aesthetic and signature pieces such as beaded bags in quirky shapes and brightly coloured faux-fur outerwear. The homeware range is imbued with the same playful feel and concept-driven look, but this time focusing on the sun-drenched streets of California, with a nod to retro Hollywood. The framed artwork, rug and one of the cushions in the collection feature hand-drawn illustrations by Shrimps founder Hannah Weiland – showcasing the quirky style and characters that the British designer is known for.
An Interiors and Design Hit
The eight-piece collection was a press hit, receiving glowing coverage across lifestyle, fashion, design, trade and interiors titles. This media coverage helped to further Habitat’s style credentials whilst successfully building greater awareness for both brands, and introducing Shrimps to a new design-conscious commercial audience.