Meet Molly, Our Co-Founder introduces our wonderful new collection

Our Autumn Winter 2024 bed linen collection  has officially arrived, bringing with it a vibrant palette of colours, cosy fabrics, and nostalgic patterns ready to make bedtime better everywhere. As the nights grow longer and the temperatures dip, this latest range is designed to help you wrap up in warmth and comfort.

Each piece has been thoughtfully created, from soft cotton weaves to rich linens to enhance your space and elevate bedtime. This season, our focus is on style and sustainability, ensuring that you can sleep soundly while making environmentally conscious choices.

To get the inside scoop on what inspired this season's collection, we managed to grab our lovely Co-Founder, Molly Freshwater , and dive into the creative journey behind our latest launches.

For Molly, inspiration is everywhere. "I am inspired by everything and anything," she says. "Quite often, it’s a bowl of lemons or a shadow in the bathroom window." This season, the AW24 bed linen collection draws from a rich mix of sources, blending checks, plains, stripes, and even whimsical bird designs.

Some pieces are familiar friends revisited in new colours, while others are entirely fresh additions to the lineup. Each design tells a unique story, reflecting a different moment of inspiration, making this collection a delightful basket of eclectic treasures.

The AW24 collection embraces timeless trends like Gingham, which has long been a favourite of Molly’s. "We have always loved Ginghams and checks, ever since our school dress days and grandma's red shirt," she reminisces. This nostalgic pattern continues to shine, with the collection featuring new brushed and percale cotton weaves, all crafted from GOTS certified organic cotton.

Molly is confident that Gingham is here to stay, dressing beds in cosy checks this season and beyond. "We will be dressing our beds in checks today, last year, next year, and for many more to come," she promises.

Learn more about Gingham in our blog on the history of this beautiful pattern.

Creating the AW24 collection was a journey filled with collaboration, creativity, and a keen passion for making things better. Molly and our wonderful product team began with colour and theme, selecting four palettes for the season. Working closely with their factory partners, they explored new ideas, patterns, and fabrics, all while keeping an eye on responsible sourcing.

The process is iterative and hands-on, involving sketching, sampling, tweaking, and redeveloping until every team member is happy with the final product. "It’s a long process, but each time is different and always very exciting," Molly shares.

When we asked Molly her favourite piece from the collection, Molly was quick to point out the new Paprika 100% Linen . "I love it. I am a big, big fan of red, and this colour makes me happy," she enthuses.

She admits that her favourite changes often, but for now, it’s all about the bold Paprika 100% Linen. As we move further into winter, Molly predicts that Saffron Gilbert Brushed 100% Cotton might soon steal her heart. 

Molly is not just the brains behind the collection; she's also an enthusiastic user. She currently has a sample of the Paprika 100% Linen in her own bedroom, which boasts dark olive-green walls. "Testing out our products is a must to make sure that they wash and wear well," she says.

She’s also eagerly waiting to welcome the new Nina Cotton Linen Throw into her home, which features a vibrant mix of colours in bold, textured squares. “It's these personal touches that make the Secret Linen Store's offerings feel like they come from a place of genuine passion and love for beautiful, functional design.”

The AW24 collection isn’t just about beautiful designs; it’s about fitting seamlessly into current home décor trends. Molly sees the collection embracing a trend she calls "Warm Minimalism," where soft, earthy tones, textured fabrics, and natural materials bring a comfortable twist to traditional minimalism. "Our brushed cotton adds warmth to a traditionally stark look and style," she explains.

Gingham, too, is making a stylish comeback, adding a fresh, modern twist to the classic checkered pattern. "Gingham's appeal is in its ability to blend seamlessly with various interior styles, from rustic farmhouse to contemporary cool," Molly notes.

Among the standout pieces in the AW24 collection is the Berry Super Soft 100% Cotton —a design that's sparked some lively debate. "This has divided the class in two, like Marmite," Molly laughs. She’s on a mission to bring this bold colour to a bed near you.

Another highlight is the Birdie , crafted using a Jacquard loom in Portugal. The unique weaving technique combines a rich dark blue warp with a natural, golden weft, finished with a sateen sheen that makes the fabric shine. "The result is something quite special and unique in our collection," Molly proudly states.

This season, we are thrilled to announce that our cottons are GOTS certified, meaning our fabric is certified organic cotton. "We can stand on our beds and shout that all of our brushed cotton in this range is certified organic cotton," Molly says. This certification is a testament to our commitment to responsible sourcing and sustainability , allowing customers to enjoy luxurious bed linens with a clear conscience.

This collection is more than just bed linens; it's a journey through colour, texture, and memories. As Molly says, "Our collection has something for everyone," and with the AW24 lineup, dressing your bed has never been more delightful.

Check out our buying and size guide to help you find the perfect bed linen set