Styling for Dulux and DFS

I have worked on some awesome projects over the past few months and so while I have a few milli seconds, thought I’d post them on the blog. This particular collaboration was styling for Dulux and DFS and it was so much fun! The brief was to design 4 trend -led roomsets for their sofa’s.

Every process of a brief is enjoyable but I particularly like the trend forecasting part. My inspiration comes from so many places but fashion is always at the forefront of my research. I get my crystal ball out and look sometimes 2/3 years into the future and start to pull out colours, designs and finishes that I think will filter through into interiors.

Here’s what we said about my first set called ‘Urban Hippie’ featuring the Hoxton sofa by DFS. “From plants and fresh blooms, to natural materials like cotton or linen; bringing nature into the home continues to dominate interiors trends. For a modern urban take on the look, combine classic rich earthy tones with pops of bright yellows and ochre and elevate organic style with natural linens, living walls, and statement wood accents.”

Pippa Jameson Styling for Dulux and DFS
I like to create mock-ups for every set as it allows me to work out my styling ahead of the event. I had a really clear idea of how I wanted my living-wall to look and this mock-up helped my set-builder to understand my vision. Other advantages are full sign off from the client and a really accurate visual guide for my assistants.

Pippa Jameson Styling for Dulux and DFS
Pippa Jameson Styling for Dulux and DFS
This Edge of Luxe set, showing the Palace sofa, goes down as one of my all time favourites. Like the above set, I had a very clear idea of how I wanted it to look. Representing current and future trends it included; fringing, peachy and apricot shades, velvets and brass, all with a hint of the 1920’s. Here’s what we said about it on the day:

“Feminine without being girlie, decadent yet understated, this look recalls the elegance and luxury of the Art Deco era. Think on-trend shades of peach, pink & apricot, the touch-me textures of luscious velvets and indulgent fringing, and beautiful brass details. This is a new spin on go-to glamour,
offering much-needed respite as a calming cocoon from the busy world beyond.”

Pippa Jameson Styling for Dulux and DFS

Below is the visual I presented to my client and set-builder – quite a good similarity to the final photography!

Pippa Jameson Styling for Dulux and DFS


Meet Pippa

Pippa Jameson is an author, tv designer and interiors expert. The previous interior editor on several leading UK titles, Pippa has a wealth of knowledge and experience. Throughout her 25-year career, Pippa’s unique and creative approach has won her commissions for large retail brands and celebrities to deliver exciting and engaging projects. 

She’s written the curriculum for the British College of Interior Design, produced and styled shoots for well-known brands including John Lewis, H&M & Team GB/DFS, worked as an International Stylist for leading paint brands in Asia, consulted on the launch and creative direction of major retail names including George Home and Wren, and most recently, published her first book, The Sensory Home. Pippa possesses expertise unmatched in the interior industry.