Casa Exclusive! Sneak Peek at West Elm Fall 2010 Collection & Brand Relaunch!

Big news! West Elm will relaunch its brand this Fall with a distinct new look to its catalog and merchandise, and I've secured exclusive photos of the upcoming collection!

You can expect the catalog to be warmer, propped with product that's not West Elm's, shot in real homes, more feminine, and less stark. The brand will focus on four distinct decorating styles: The Modernist (simple shapes, fun prints, bright colors, less is more), The Revivalist (modern interpretation of vintage forms mixed with industrial elements), The Naturalist (calm, serene, layered, organic, raw), and The Globalist (eclectic, bohemian, inspired by other cultures). The designs will also focus on solving everyday issues for small spaces with multi-functions. And, they'll become more eco-conscious with each collection.

Continue reading to hear more about specific products and a few interesting partnerships - and, of course, see photos of the new products!

One thing I'm particularly pumped about is West Elm's new "Specially Yours" service, where you can order the store's sofas and sectionals in 26 solid and printed fabrics, including velvet, suede, cotton poly basket weave, and twill, and have it delivered in eight to 10 weeks. I'd love to see even more fabric choices, but this is definitely an improvement!

And hello affordability! They'll also be re-pricing their bedding into three distinct price points - for a queen duvet, $59 for 200-thread count, $79 for 100% organic cotton, and $99 for a more luxurious sateen. The categories will be carried across all seasons so when you need to order a new set of shams or switch to a larger sheet size, you'll still be able to find your bedding regardless of what season it is!

West Elm's also getting on the collaboration bandwagon with a couple interesting partnerships. First, they commissioned students from the Pratt Institute studying industrial design to create a line of eco-friendly office furniture using FSC certified materials. Second, they teamed up with photo collage artist Mike Miller to create a collection of high quality prints from original silhouettes of his, which he created by cutting out vintage photographs of individuals and groups and reversing the images. You can take a gander at the designs, as well as other products, in the photo gallery below.

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