And magically appear in a loft.

Words by

Zoe Beer

Hunting for George has dropped its latest campaign and it's making us want to rewind to Sunday morning and stay there forever.

Taking cues from New York loft-living, the shoot took place in a converted warehouse with Fitzroy-level views of the Melbourne city skyline.

The collection’s palette reflects the dream of loft living with subdued blues, nudes and a soft teal that we’re particularly fond of. The colours are paired with subtle patterns that lend themselves to the reversible quality of the range. Another cute touch is the personalised names for each set: you’ve got The Wes, Homeboy, East Village and the classic unisex Mr and Mrs Smith.

Made from 100 per cent cotton sateen, the relaxed collection is hitting all the marks for bed linen – as well as inspiring some pretty hefty loft envy.


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