BAYA turns its focus to the feeling of home this winter

WORDS Kirsty Thatcher PHOTOGRAPHY Holly Burgess PUBLISHED Fri, 17 Apr 2026 - 1:15 pm

In partnership with BAYA

As we shift into the cooler months, it's natural that our homes move with us: towards warm colours, textures, and layers. BAYA’s Winter 2026 collection understands that shift instinctively.

This season centres on a series of wool rugs, each one crafted from 100% Responsible Wool Standard-certified New Zealand wool, and designed for everyday living. The premise is straightforward: the pieces we bring into our homes need to work as hard as they look good. Here, colour, scale and texture are treated as decisions that shape how a space is actually experienced, and how it feels to those who occupy it — not just how it appears in a still moment.

That thinking carries through to BAYA’s latest campaign, Crafted for Living, curated by Creative Director Kayla Jurlina and photographed by Holly Burgess. Structured across five scenes — Connection, Expression, Everyone, Playing and Imagination — it traces the different ways a home is used. A dining table set for conversation, a living room arranged for rest. Spaces that shift and change as the day moves on.

At the centre of the collection are four wool rugs, each designed to anchor and warm the rooms they live in.

The Norfolk rug returns in Olive, now scaled up to a 350 x 350 centimetre format. It’s a size that makes sense for open-plan living, helping to define those sweeping space. Hand-tufted in pure wool, it features a deep 27 millimetre pile and a softly carved border, bringing both structure and softness underfoot.

Then there's the Anni rug in Chocolate. Made from 100 percent New Zealand wool, its cut and loop construction creates a subtle variation across the surface, while an offset linear pattern is impactful without overwhelming the room.

Somewhere in between the two is the Hugo rug in Toffee, which stands out via a checkerboard pattern formed by changes in pile height. It's a subtle take on contrast, with the surface of the rug shifting as light moves across it.

And lastly, the Sandringham rug in Oxblood brings depth to the collection through a warm, earthy red tone with brown undertones. Loom-knotted in pure wool and finished with soft fringing, it draws on traditional construction techniques while maintaining a clean, contemporary finish.

Weaving together each piece is Head Designer Hannah Middleton's careful design ethos, working with natural fibres and grounded tones that are intended to hold up to daily wear. Across all four rugs, wool is used as both material and structure. The focus remains on durability, comfort and how each piece performs in a lived-in environment. Colour is kept grounded, and texture does much of the visual work, allowing each rug to function as part of the room rather than an overlay.