New collab: Meet the designer, Alja Horvat

Bemz is all about breathing new life into furniture in your own expressive way. How does this align with your work?

I've always been drawn to pieces that feel unique and full of character. I love how a simple cover swap can completely transform a piece. Take a sofa, for example. Add a bold print and some ruffled details, and suddenly, it’s a statement piece. It’s all about creativity, which is exactly what I strive for in my work.

 

How would you describe your collab with Bemz? Why is it important to you?

One of the things I love most about Bemz is how their covers give furniture a whole new life, whether it’s a sofa, pillows, or even a bed. Instead of replacing pieces when we get bored of them, we can simply refresh them with a new design, extending their lifespan and making them feel brand new again. This collaboration is so exciting to me because it aligns perfectly with my belief that great design should be both expressive and sustainable. For this collaboration, we’ve selected three prints that work beautifully together, but they also can have a life on their own, making them easy to mix and match depending on your style.

 

This collab with Bemz focuses on cushions. What are your styling tips on how to dress cushions cushions for self-expression in all areas of the home?

If you’ve ever seen a sofa without cushions, you know how lifeless it can feel. Cushions are such an easy way to add personality and warmth to a space. I love mixing and matching them, not just on sofas, but also on benches, armchairs, and beds. Playing with different colour palettes and patterns brings character to a room and creates those unexpected, eye-catching moments that make a space feel truly unique.

 

Can you describe your approach to design and the designing process?

Creativity isn’t something I can force, it usually strikes when I least expect it (and when I’m nowhere near my graphic tablet or sketchbook!). So, I write down my ideas in the notes app on my phone, making them as detailed as possible. When I start designing, I always begin with a rough sketch to create the layout, then paint over it. But one of my favourite parts of the process is experimenting with colour, I’ll test dozens of different palettes until I find the one that truly brings the design to life.

 

Why did you choose the three prints for this collab? (Talks in the Garden, Weekend Picnic, First Monday of Spring)

We wanted a selection that would work beautifully together while still standing strong on their own. Talks in the Garden is one of my favourite prints I’ve created recently, it’s a bit different from my usual work, but it tells a story and reminds me of summer – my absolute favourite time of year. Weekend Picnic pairs perfectly with both Talks in the Garden and First Monday of Spring, and honestly, I’m a huge fan of gingham. And First Monday of Spring was an instant favourite when I first released it, so I had to include it for everyone who loved it.

 

What are your main sources of inspiration?

I'm mostly inspired by nature and flowers, I find them absolutely fascinating. Their beauty constantly evolves throughout the seasons, and no two are ever exactly alike. It’s those little, unique details that make them so special. Flowers bring so much joy and colour into our lives, and I love capturing that feeling in my designs. I also draw inspiration from my own life and the moments that bring me joy. I try to translate those memories into an illustration, where they'll live forever.