Soho Home's Rugs Are the Most Stylish Way to Do 'Modern Folk'

It’s hard not to talk about the looming storm cloud that is AI when discussing the future of design. Technology, as we so acutely know, is inescapable. However, in response to our digital world, interior design is embracing hand-crafted, nostalgic, and comforting elements. We’ve had a summer of escapism through Mediterranean holiday-inspired decor, and now it seems Soho Home’s rug collection is ringing in a contemporary modern folk revival, just in time for the upcoming cozy season, if you ask me.

From warm palettes to painterly patterns, these rugs capture modern rug trends and the growing desire for a heritage-forward home. But Soho Home isn’t necessarily the first to embrace this folk-inspired style. After witnessing the drawn-on decor trend slowly pick up pace, other design elements have been influenced by the nonchalant, hyper-personal style. What started as an elevated DIY aesthetic has morphed into a contemporary renaissance of folk-inspired design, artisanal decor, and painterly motifs. People are craving overt craftsmanship, heritage, and storytelling in their homes. Soho Home may not have had this specific idea in mind while designing its rug collection, but the influence, however subtle, is undeniable.

So if you are in the business of scoring a soft new floor covering before the temperatures drop and the heatwaves cool, Soho Home is serving up some seriously stylish inspiration. The rugs are playful and nostalgic, but still elevated. It’s what I’d say is the perfect way to embrace a folky Scandinavian style with a moody, Livingetc twist.

Soho Home

Benton Rug, 170 X 240cm

Soho Home

Hetty Rug, 170 X 240cm

Soho Home

Theron Rug, 170 X 240cm

Soho Home

Perga Rug, 170 X 240cm

Soho Home

Paynes Rug, 170 X 240cm

Soho Home

Fernsby Rug, 200 X 300cm

What’s so captivating about this rug style is that it blends a few different favorites for a look that feels as timeless as it does contemporary. For instance, these rugs don’t strictly follow traditional Scandinavian design trends; rather, they blend that characterful and cozy folk design with more modern styles, like the modern geometric rug trend or art-inspired rugs. There is a clear fusion happening that feels refreshed for the upcoming season.

Plus, Soho Home’s rug collection has a color palette that’s quite adaptable to any space. The colors are saturated but muted, which really emphasizes that elevated, lived-in aesthetic. Patterned rugs are always easier to incorporate when the color palette is adaptable, and the prints are inviting — which is exactly what Soho Home has mastered here. It’s safe to say that I’m dubbing these rugs the blueprint for decorating in the upcoming cozy season.

And if you can’t make it to Soho Home (the price tags lean more toward the ‘investment piece’ side), there are plenty of other ways to shop this modern folk aesthetic. Below are six more floor coverings that perfectly capture this look.

Alternative Modern Folk Rugs

Westwing Collection

Hand-Woven Wool Kilim Rug Nava in Cream White, Beige Tones

Ruggable UK

Eartha Terracotta Flatwoven Rug

ROYALFINERUGS

Hand Tufted Wool Blue Geometric Scandinavian Rug

Westwing

Hand-Woven High-Pile Rug Haydon With Tassels

Nordic Knots by Eagle + Hodges

Giverny in Green

Anthropologie

Folk Flower Hand-Tufted Scallop Wool Rug

The general vibe of today’s interior design trends is that things are getting more characterful — blending modern styles with vintage pieces and heritage design. These new-wave ‘modern folk’ rugs bring a little personality while still feeling cozy. Alright, I think I might be ready to start my Autumn decorating plans.