More Than Just Fluff : Decorators Are Piling It On With Pillows in a Cheaper Design Alternative

Pillowmania has invaded interior design. In place of the discreet couch or bed pillow placed for accent, now it’s not unusual to see a dozen large pillows--in a huge variety of styles and colors--piled on beds and divans.

“My pillow business has literally exploded this past year,” says Mary Goldenburg, manager of the Blue House, an interior furnishing store on Montana Avenue in West Los Angeles. “And interestingly enough, the swing seems to have followed the line of the recession. People are afraid to spend a lot of money on interior redesign, but they can afford to buy a pillow.

“So instead of buying two new couches, which would cost thousands, they will buy a few beautiful pillows that will alter the whole look of the couch or bedroom or a particular chair.

“And besides,” she says, “pillows just naturally seem to make people feel good. And that’s the feeling I think people are responding to right now; warmth, security and something pretty.”

Pillow styles, shapes and sizes are abundant. They range from the oversized European sham to the tiny accent pillow--and everything in between.

For the bedroom, the elongated boudoir pillow is popular, as is the neck roll, the bolster (a longer version of the neck roll) and the European sham (usually 27-by-27 inches to 36-by-36). Of course, standard, queen- and king-sized sleeping pillows are used for the plethora of pillowcase designs.

Most designers and bed-linen manufacturers have cashed in on the new desire to plump up the bed. Bright floral prints with piped-edging, crisp-white Battenburg lace, ivory silk and cotton blends go well with beds covered with matching, complementary or neutral comforters.

Indeed, it would not be unusual to see white lace European shams behind two smaller floral print shams, with two print-fringed standard pillows, thrown with five or six various silk, lace, fringed, velvet and taffeta throw pillows.

“Most people want their beds and bedrooms to feel comfy and cozy,” says Louise Coe of Sentimental Journey, a pillow and linen store inside Fred Segal’s in West Los Angeles. “And that usually means having three beautiful soft pillows instead of one OK-but-not-so-great one. It might cost more--sometimes a lot more--money, but if you asked people they’d probably say, ‘So what?’ And these are sometimes people who would drive around town to save 2 cents on gas.”

This aura of comfort also extends into living rooms and dens, where it’s not unusual to have couches literally stacked end to end with huge to small pillows of every variety. The popular California look is, by definition, a couch with large, overstuffed pillows, which are made either of the same fabric as the couch, or a variety of colors and materials.

Up until last year, modern pillows made with bright, bold and loud colors were in vogue. But this past season, a softer, Old World look has evolved. These pillows are made of tapestry materials, taffeta, silk, or brocade with heavy fringes, laces, ropes and braids. Colors are rich gold, dark forest-green, navy, maroon, taupe and ecru.

Another hot look are Navajo or Western pillows. Designs are inspired by old rugs, cowboy designs, Midwestern-farm checks, vintage flags and even old corn-feed cow bags.

“I like the new look” in pillows, says Sandra Marx, owner of Between the Sheets, a fine-linen store in Fashion Island in Newport Beach. “I think the white lace look has been a bit overdone. These new materials are so rich and gorgeous, it almost makes you feel royal. It’s a very beautiful look.”

Pillows are not just for show. Sleeping comfort is an area where pillows are finding increased business. For example, Bloomingdale’s mail-order has 15 different pillow styles made of Hollowfill and Dacron polyester. Each cost between $13 and $27.

There are also many types of pillow fills. Goose down is the natural choice for elegance and ultimate softness, but it can be expensive. A standard-size bed pillow of goose down costs around $90. Feather down pillows have some hardness around the quill area, so you’ll probably feel some crunchiness, but they are soft like goose down and cost less (about $24). There are good polyester blends which will eventually mat down, but if they are used for throw pillows, it won’t matter; they will run about $24 in a standard size.

Floor pillows have also come back into vogue. They generally are English or French country, modern or Western. Some of the prettiest new floor pillows are “wrapped” with elegant voile or silk taffeta ribbons--like a present, tied in the center, and sometimes with flowers at the bow.