LINUM relaunches MIDSUMMER pattern.
After a few years of absence, the MIDSUMMER pattern is back on LINUM. The cushion cover is designed by Mathias Elovsson and features the most beloved flowers of the Swedish archipelago.
MIDSUMMER first launched in 2018 and became an instant hit. The lightweight linen cushion cover features a unique LINUM pattern and is available in three exclusive colour settings. This summer's special collection also includes the PIRLO raw silk lining and the pretty little ornamental cushion DAISY. LINUM has also launched another classic product, the WEST cushion cover. WEST was first launched in 2003 and has since been available in a wide choice of shades and product groups. After a break of a couple of years, this beloved classic is also returning for a limited time.
"We are being very restrained now when it comes to new products, as our goal is for everything we produce to be in circulation. We’re not ones for taking chances, and due to the climate, we need to play it safe,’ says Paulina Loutchko, Content Responsible at LINUM. However, MIDSUMMER has already proven to be a success five years ago, and since floral patterns have historically been strongly associated with our brand, it was a relatively easy choice to re-release that particular pattern image, albeit in a limited edition."
This year's "summer release" was photographed by Ragnar Ómarsson and styled by Linnéa Salmén. A duo LINUM have often hired to reproduce the permanent collection PAOLO.
"The grouping has been important this time, as we can clearly see how different patterned images with the same shade scheme are trending," says Paulina Loutchko. We have therefore chosen to keep the colour code intact and instead worked on the mix in each group of four."
LINUM is launching its limited edition today, and the hand-picked products will be available until 31 August 2024 or while stocks last.
