Almost 20 years after Ikea urged homeowners to 'chuck out your chintz', the floral fabric is making a surprising return to interior design, this time with a minimalist twist. Luxury brand House of Hackney (HoH) has launched a new collection described as 'irresistibly chintzy prints and patterns inspired by British country house interiors but seen through kaleidoscopic glasses'.
HoH co-founder Frieda Gormley says the brand has always been inspired by chintz but has now 'been brave enough to talk about it'. The collection features flourishes of pampas grass, weeping willow and paisley in shades of lilac, ochre, tobacco and teal, updating the look for a new generation.
Chintz originated in India as woodblock-printed or painted calico and was so popular in France and England that both countries tried to ban imports in the late 17th century. For those who grew up in the 1980s surrounded by Laura Ashley's chintz, Gormley says the new designs feel 'nicely nostalgic'.
Despite the exuberance, Gormley insists HoH's ethos is minimalist living: buy well, don't throw things away, and there's no need to stick to one look. With prices starting at £90 for a small cushion, this chintz is not for frequent changes. The trend is also appearing on catwalks and high streets, suggesting it may soon be in living rooms across the UK.
