Rosie Huntington-Whiteley has launched her new luxury keepsake brand, Mémoire, today, May 12, emphasizing meaningful objects and slower living.
Inspiration Behind Mémoire
Huntington-Whiteley, known as a model and entrepreneur, has always been attracted to items that hold personal significance. "I've always been drawn to objects that hold meaning and things that have been lived with, rather than simply owned," she told Vogue. Her collection of birthday cards and children's drawings inspired her to create Mémoire.
Collaborative Creation
Alongside Westview Ventures founders Meaghan Cox, Julia Hunter, and Jackie Beyer-McCabe, Huntington-Whiteley crafted a collection of seven items. Each piece is designed to encourage slow living and personal reflection. "We’re seeking out the analog world because it feels like an old tradition gone by," she explained, referencing the rarity of handwritten notes in today's digital age.
Mémoire's Distinct Worlds
Visually, Mémoire is divided into four distinct "worlds": High Castle, Love Birds, Secret Garden, and Glass Lake, each with its own patterns, scents, and colors. "The worlds bring such richness and depth to the aesthetic of the brand," said Huntington-Whiteley. The collection includes items like pebbled leather notebooks and hand-blown glass vessels, priced from $185.
Personalization and Longevity
Mémoire's products are designed for longevity and personalization, allowing customers to add initials, dates, or names to their purchases. "Personalization makes it something you want to hold on to," Huntington-Whiteley stated. The line includes leather journals made in Italy and candles encased in amber-toned glass.
Travel and Memory
For Huntington-Whiteley, who often travels, the collection serves as a grounding ritual. "I travel a lot, and you realize how little you need; but it's important to have certain things around you that make you feel at home," she said. She often carries photos of her children, and the Mémoire double photo frame provides a portable way to keep loved ones close.
Motherhood has profoundly influenced Huntington-Whiteley's relationship with time and memory, which is reflected in Mémoire. "You become much more aware of what lasts; what's worth keeping, and what you might want to pass on," she shared. Through her brand, she hopes to offer a foundation for capturing life's moments and encouraging reflection.
Source: https://www.vogue.com/article/rosie-huntington-whiteley-memoire
