As Marks & Spencer unveils its new autumn homeware collection, Margaret Milne, head of the store's home design team, talks exclusively to Women's Editor Christen Pears.

ONCE accused of being old-fashioned and unimaginative, Marks & Spencer proved its critics wrong by transforming its clothing ranges, and now the retail giant is turning its attentions to the home. From sleek, modern designs to baroque-style opulence, M&S is taking its homeware department into the 21st Century. As Head of Product Development and Design, Margaret Milne has been working with her team for three and a half years, monitoring the major trends in the home. Their research has led them to realise what was once unthinkable - homeware is now sexy.

"Minimalism is dead and home is the new fashion," says Margaret. "It's a huge interest for everybody and that means people want to make their home as individual as they are."

In the past, Marks & Spencer was associated with classic, no-nonsense styles, but this autumn, it's introducing a new home range, divided into three signature styles - Country Comfort, Simply Elegant and Modern Living.

"Modern Living is really the area that is new for Marks & Spencer. It's not what people would expect. We want to start appealing to customers who want something modern in their homes. We've watched the world and what's going on."

Scandinavian designs, using etched glass and silverware, are combined with sensual suede and Japanese-influenced furnishings - "the softer side of cutting edge cool", according to Margaret.

The Simply Elegant range encompasses burnished gold baroque-style candlesticks, Venetian glass and a glittering range of chandeliers.

"It is decadent. Colours are rich reds, golds, amethysts, sapphires and ambers. We used a lot of antique gold and we've got some sumptuous fabrics and glass to really complement the collection. It's rich and glamorous. You can go for a really decadent look or you can pare it down and just pick a few individual pieces."

Another new aspect to this season's home collection is the way it is displayed in store. Traditionally, shoppers have been able to sample only one look in key display areas but now they'll be able to see how all three styles are put together. The change has come as a result of customer feedback.

"One thing that always comes across is how people want help putting a look together, whether they're first time buyers who want a total look; those who are moving up and likely to move on because they have a family and last, but by no means least, those whose children have left home and want to either change the look of their home or perhaps even downsize.

"They may want modern, they may want country, they want elegant, but they all want to be helped. In developing these three styles and having them on the sales floor, we aim to give people the confidence to go for it."

Marks & Spencer has also re-designed its lighting range to complement the three new signature styles and, unlike previously, the lights will be illuminated in stores.

Margaret says the change in its homeware range has been driven by Marks & Spencer's desire to establish its credibility in an increasingly popular area.

"We have been looking at how people are living and have also done some global research. What we have found is that, for many people, the core spending is in their home. There's a rising interest in home magazines and the number of programmes on television about transforming interiors. Our customers will be able to go into store and get something that relates to their individual style. We are really very excited about these three new signature styles.