Rosie Huntington-Whiteley is debuting her new line of modern heirlooms, called Mémoire, a collection of candles, picture frames, stationery, journals, and luggage tags that celebrate the idea of objects with meaning behind them.
The model and entrepreneur created Mémoire in partnership with Westview Ventures, an investment firm that has worked with luxury brands like Flamingo Estate and Violet Grey.
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Huntington-Whiteley says she wanted to create pieces that feel personal and quietly meaningful, objects that become part of your story over time.
She was raised to value the quieter pleasures of a well-curated home, thanks to her mother’s antique shop, which sold objects with history and character.
Now, as a mother herself, Huntington-Whiteley appreciates objects that gather memories, like a luggage tag that collects travel stories or a frame that holds a milestone photo.
The Mémoire collection was developed with top-tier artisans from around the world, including hand-poured candles from the Pacific Northwest and leather goods made in Lombardy using age-old techniques.
Mémoire’s First Collection
The collection is centered around four fantastical worlds expressed through color, texture, and scent: High Castle, Glass Lake, Secret Garden, and Love Birds.
Huntington-Whiteley is drawn to High Castle‘s warmth and understated elegance, and she sees the collection as a way to create objects that people can grow with over time.
The line’s leather goods, for example, are handmade in Lombardy, Italy, and many of the items can be monogrammed for a personal touch.
Expansion Plans
Huntington-Whiteley is already considering expanding the collection, particularly in the home and travel categories, but she wants to focus on natural evolution rather than rushed growth.
She hopes Mémoire becomes a brand that people grow with, pieces that move through different stages of life and quietly become part of people’s homes and memories.
In her London town house, Huntington-Whiteley has been living with the Mémoire pieces during the development process, which has informed her personal taste and the collection’s aesthetic.
She cites interior designers like Rose Uniacke, Vincent Van Duysen, and Alyssa Kapito as influences on her own aesthetic, which is reflected in the Mémoire collection.
The collection’s development process involved working with artisans and testing the products in her own home, which Huntington-Whiteley says was a deliberate and intentional process.
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