Tag: purna khatau

Founded in 2014 by Purna Khatau and Phoebe Vickers, clothing and lifestyle brand Rhode is having a moment. Fun and vibrant, each piece has a causal yet polished look to it. A celebrity favorite, these brightly printed, vintage-style dresses have been worn by everyone from Beyoncé to Rihanna, Khloe Kardashian, and Mindy Kaling.

However, nothing is more indicative of the brand’s staying power than its collaboration with West Elm. Launched in late May 2023, it features beautiful home accessories for the bedroom, living room, and kitchen.

Day Kornbluth, President of West Elm tells me, “We are excited to share this capsule collaboration with Rhode, which brings their signature print voice to bedding, linens, and entertaining pieces for the home, and celebrates the optimism of both Rhode and West Elm.”

Here’s everything you need to know about the launch.

West Elm X Rhode

The founders were incredibly excited to collaborate with such an important name in the home space. They tell me, “The West Elm team had a really strong grasp of our brand aesthetic and our visions for this collection were very aligned. Being able to partner with such an established and respected brand in the home space was such a pleasure for us, and their production capabilities really make it possible to not only reach a much wider audience while retaining great quality but also expand our product offering and introduce so many fun new categories.”

The West Elm collection features a variety of products including pillows, pillowcases, quilts, and tableware. However, this isn’t Rhode’s first foray into the home space. In addition to clothing, Rhode also has a smaller offering of home goods sold through its website.

While Khatau and Vickers describe the brand’s aesthetic as “vibrant and soulful,” it wasn’t too much of a challenge for the talented women to integrate that look into West Elm’s. “In our main line, we’re always inspired by our travels, and we love creating pieces that feel unique, whimsical, and relaxed. That same spirit carried over into our collaboration with West Elm. We brought in block prints from India, batiks from Bali, and added playful details like squiggles and scallops,” explain the founders.

“We had a blast experimenting with vibrant colors and mixing different elements like quilting and wicker, resulting in a collection that’s both cohesive and delightfully unexpected. Whether you’re enjoying a lazy breakfast in bed or hosting a lively get-together with friends, our pieces are designed to be ready for any unexpected moments.”

Still, they tell me that West Elm gave them the freedom to remain true to Rhode’s aesthetic. “We handpicked prints from our archives that seamlessly transitioned into the world of home decor, truly reflecting our unique style. It was incredible to see how well West Elm understands their customers, and their insights helped us curate a product selection that truly connects with their audience.”

The Goods

Anyone who appreciates a coastal grandmother or grand millennial aesthetic or those who pine for the days of the now-defunct French brand Pierre Deux will click “add to cart”—probably multiple times. Every single piece feels very intentionally created.

One of the most noteworthy pieces is the Mushroom Reversible Quilt and Shams set. It feels straight out of a New England bed and breakfast or a French country guest house. It’s warm and cozy, yet fun and cheerful.

The Begonia Sheet Set pairs perfectly with the quilt, but can also be combined with a solid white comforter or duvet to give any bed a more traditional vibe.

The tableware assortment is just as chic. The founders tell me, “You can go all out and use everything—the placemats, napkins, plates, and runner, or if you prefer more simplicity just the plates or a placemat inject a bit of color and set a summery mood using just alone. Either way, good lighting and florals are key.”

An ideal centerpiece for serving bread or muffins, Khatau’s favorite item from the collection is the Wicker Tray. “It’s actually inspired by one of my personal favorite things to do when I’m home in Bombay. Having a cozy breakfast in bed. We wanted to capture that feeling of indulging in lazy mornings, so creating the Wicker Tray was a must.”

On the other hand, Vickers’ loves the place settings best. She tells me, “They feel so summery and special. Perfect for hosting an outdoor lunch.”

Fortunately, Rhode has the perfect thing to wear for such an event.