OMHU drops ‘Pillow Bags’

COPENHAGEN, February 2026.

Danish design studio OMHU is rewriting the script on furniture and fashion with its launch of six new sofa pillows – not as home décor, but as accessories.

In a new creative direction, OMHU is positioning its pillows as icons – the finishing touch to any sofa and the headline of their new campaign: ‘Pillow Bags’.

Shot in the style of a handbag drop, each pillow is styled on models as if it were a luxury clutch, each with a name, personality and vibe.

“We wanted to launch the pillows the way fashion drops accessories – making a €50 pillow not look out of place on a runway or a red carpet”, said OMHU’s creative director Christine Smith. “Our new platform Iconic Ironic is all about being the first furniture brand to tap into the zeitgeist of pop culture – and actually have fun with it”.

MEET THE ICONS
Each of the six pillows is named after the model who wears it in the campaign. A subtle nod to the fashion world’s muse culture. Each has its own aesthetic and is styled accordingly. The result is a lineup of designs that feel collectible, personal and ownable for the OMHU brand.

A CULTURE SHIFT
This campaign marks OMHU’s pivot toward culturally relevant, fashion-literate design. Rather than hiding pillows on product pages, OMHU is making them front-and-centre – a statement object, not a supporting act.

The campaign brings luxury positioning, editorial styling and playful confidence to a traditionally humble product. It’s tongue-in-cheek but with an eye toward iconic design.

“We’re talking to a younger audience who appreciates design, loves fashion and is anti-beige marketing”, says Smith. “Our pillows aren’t background noise. They’re sitting front row”. The Pillow Bags drop is available now at omhucph.com and select retailers.