Easy outdoor living just got even easier, thanks to our latest collaboration with Sunset magazine. Sunset is the premier resource for creating the ultimate Western lifestyle. Their design experts focus on innovative and sustainable interior design as well as ideas that make indoor-outdoor living seamless. Like Sunset, Hayneedle was built on a love of easy outdoor living and creating those signature looks.
We talked to Sunset Editor-in-Chief Irene Edwards to learn more about Sunset and their design philosophy. Read on for our conversation about collaborating on inspired spaces.
On Sunset’s beginnings:
Sunset is a legacy brand that began 120 years ago. The brand drew people from all parts of the country to California and represents an idyllic Western lifestyle — sun-kissed, golden light, indoor-outdoor living, and a seamless connection to nature. From what people experience on the weekends to the way we decorate our houses to the food we serve on our table, it all taps into this idyllic Western life. We wanted to evoke that in terms of providing design ideas for our audience.
How the company stays inspired:
We are in the fortunate position of inspiring generations of readers. I love people in their 20s or 30s remembering their moms or grandmas getting the magazine. Or maybe it’s something from Sunset they found on Pinterest or Instagram. I love the idea that this is a multi-generational brand. My goal is to create a content experience and an exchange of ideas between long-time readers as well as today’s influencers. All of that content that’s so relevant today is in Sunset’s DNA such as Airstreams, fish tacos, glamping, outdoor cooking, solar energy— we’ve covered this for over 100 years.
We love content in all forms. Social is such a great, quick fix to get inspired. It’s all about connecting the dots between what’s on social now and the heritage of our brand.
Why Western living excites them:
I grew up on the East Coast, and I always had this dream of California living — the sense of the coastline, that “golden hour” sunset, the casual refinement of this way of living. Our most festive, celebratory occasions are celebrated with a sense of ease — it’s polished and put-together but also laid-back.
On choosing partnerships:
We work with all different kinds of partners. I love spotting and identifying emerging brands and designers that are still very small scale. It’s satisfying, because we’ve been around so long, we’ve helped launch tons of careers and brands. We also love the authenticity of a partner like Hayneedle — I admire that they’re evolving and responding to their market and seeing the shift while helping drive it. That transition is exciting to be a part of. A mass brand that is evolving and pushing while helping define tastes and not just follow what’s already out there is very attractive.
On collaborating with Hayneedle:
I love the art of the hunt, and Hayneedle truly has something for everyone. It took me an enjoyable part of my weekend to curate a selection with a point-of-view and a cohesive palette and spoke to the event. Variety and flexibility is so appealing. Watching a brand with scale and reach challenge itself and develop a forward-thinking identity is very inspiring. Sunset is not a niche brand; we have more than 3 million print, digital, and social subscribers, so people do feel a real attachment to it. You have to be careful about changes you make with a larger brand that people are enormously familiar with, so I like that challenge — it’s how you evolve something when so many people care.
On favorite home trends:
Something Hayneedle and Sunset both lean into is subtle glamour with very natural elements. We’re really loving rattan because it’s transitional and can be used indoors and outdoors. Those versatile indoor-outdoor materials look really elegant no matter where you put them. I’m still not tired of blush, neutrals, creams, and grays; mixing those with different metallics is really different and looks great on tabletops. A fresh version of marble and copper or darker bronzes are going to look great this season. So much of what is current and fresh to me right now is introducing some heirloom pieces with trending pieces like wood, marble, ceramics, and metallics.
Stay tuned for even more home inspiration from our collaboration with Sunset magazine!